Toys’R’Us and Babies’R’Us Announce U.K. Digital Flagship Launch

The U.K. ecommerce launch coincides with the rollout of Toys"R"Us shops at all Macy's stores across the U.S.
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License Global

October 21, 2022

Toys'R'Us logo.
Toys'R'Us logo.Toys'R'Us

WHP Global

, the parent company of


and Babies"R"Us, has announced the brands' return to the U.K. with the launch of digital flagship ecommerce websites and 

As the holiday shopping season nears, Toys"R"Us’ digital commerce launches with a range of products on the flagship sites from more than 300 brands and aims to further enhance the customer experience with engaging content, expert guides and product differentiation. 

The U.K. ecommerce launch coincides with the rollout of

Toys"R"Us shops at all Macy's stores across the U.S.,

marking a significant return of the brand in two of the top global toy markets. Earlier this year WHP Global, which recently made it onto

License Global’s Top Global Licensors List

, announced a long-term partnership with PRG Retail Group PRG, which saw

PRG acquire the assets of the former Toys"R"Us Iberia license

through its subsidiaries in Spain and Portugal. 

"The momentum behind the Toys"R"Us brand and it's return to key markets

including the U.K. and U.S. has been phenomenal,” says Yehuda Shmidman, chairman, chief executive officer, WHP Global, Toys"R"Us. “Since acquiring the brand in March of last year, we have grown its global footprint by 50% and we are still in early innings for what customers can expect from both Toys"R"Us and Babies"R"Us as we head into 2023.” 

"This important event is an acknowledgment of our devotion to the Toys"R"Us and Babies"R"Us brands, and testimony to the fantastic working relationship with worldwide brand owner WHP Global,” says Dr. Louis Mittoni, chief executive officer, managing director, Toys"R"Us ANZ. “Tailoring our successful Australian relaunch plan to the U.K. echoes the success of other e-commerce platform play businesses that have delivered growth and value due to their ability to quickly and cost effectively expand their software, processes, partner relationships and brands into new countries. Since Toys"R"Us' return to Australia in June 2019, we have scaled quickly as customers returned to the much-loved brand and our e-commerce model has proven its success." 

The total addressable market for toys and games in the U.K. for 2021 was £3.7 billion, according to NPD Group, representing the largest toy market in Europe and the fourth largest globally. 

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