WHP Global, the parent company of Toys R Us, has recently struck a significant long-term licensing agreement with WHSmith, designating them as the exclusive shop-in-shop partner for Toys R Us in the United Kingdom. This collaboration will see WHSmith opening 30 new Toys R Us shop-in-shops across the UK during the upcoming summer season. Specific opening dates and locations will be disclosed in the coming weeks.
This decision comes after a successful trial period of Toys R Us shop-in-shops in select WHSmith outlets last year. For WHP Global, this partnership with WHSmith is a key component of its strategy to expand the presence of Toys R Us within the UK retail landscape.
Stanley Silverstein, Chief Commercial Officer at WHP Global, expressed enthusiasm about the expanded collaboration with WHSmith, emphasizing the alignment with their broader strategy to enhance the accessibility of Toys R Us to customers across various channels, including flagship stores, e-commerce platforms, and travel retail outlets.
While focusing on expanding Toys R Us in the UK, WHP Global has also been making strides in bolstering its brick-and-mortar presence in the US. This includes extending its shop-in-shop partnership with Macy’s nationwide and opening new flagship Toys R Us stores in partnership with Go Retail Group. Additionally, plans are underway to introduce more stores in unconventional locations such as cruise ships and airports. Furthermore, WHP Global recently inaugurated a flagship Toys R Us store at the Mall of America.
In addition to its efforts with Toys R Us, WHP Global is also investing in growing its sister brand, Babies R Us. Collaborating with El Puerto de Liverpool, the parent company has launched Babies R Us locations in Mexico and established an e-commerce platform.
In parallel with its focus on Babies R Us and Toys R Us, WHP Global is poised to potentially acquire another subsidiary brand. Express, a clothing retailer, has filed for Chapter 11 bankruptcy, and WHP Global is part of a consortium looking to acquire the company, along with Brookfield Properties and Simon Property Group.