Former Smyths Toys exec Chris Donoghue is leading the project and believes TRU can take on Smyths in the home market.

Toys R Us to take on Smyths Toys with 10 stores in Ireland

Toys R Us has revealed its plans to open 10 new stores in Ireland within the next five years.

The group has confirmed that it will spend over €5million to open five outlets over the next year, with the first due to open in Dublin at the start of next month.

It now believes it can take on Smyths Toys, the country’s current dominant toy retailer.

Brian Donoghue, former chief operations officer at Smyths Toys, secured the licence to operate Toys R Us across Ireland, a move backed by businessman Harry Slowey and former NCB director, Chris McHugh.

Donoghue told the Irish Independent that he believes Toy R Us can take on Smyths Toys in its home market, where it has been the dominant toy retailer for years.

Donoghue left Smyths Toys in 2013.

“Next year, we’re looking at opening in Cork and possible two more outlets in Dublin,” he said.

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