The e-commerce platform Flipkart has entered into a joint venture with Ace Turtle to bring Toys R Us and Babies R Us to online consumers across India. The deal has been struck with WHP Global, the controlling shareholder of Toys R Us.
The partnership will mean that both Toys R Us and Babies R Us brands will now be made available to consumers online through sellers in India. Flipkart will utilise its reach and expertise in technology and customer experience, while Ace Turtle will bring its omni-channel technology to the table.
Together the pair will enable online purchasing and click and collect options for shoppers in India.
For over 70 years, Toys R Us has been a global leader in the toy category. It generated more than $2 billion in global retail sales annually through nearly 900 branded stores and e-commerce businesses in over 25 countries.
“The collective expertise of Flipkart and Ace Turtle establishes them as the partner of choice for Toys R Us’ business growth in India. This launch will strengthen Toys R Us’ brand presence and business, and further contribute to India’s growing toy sector,” read a statement issued on the partnership.
“This strategic arrangement will endeavour to create new and exciting growth opportunities for local toys’ manufacturers or sellers in India.”
The Walmart-owned company said its platform recorded growth of close to 100 per cent in 2020 with consumers shopping online for their toys and baby care needs as they continue to stay indoors.
“India is one of the fastest growing consumer markets in the world with real spending power among a rapidly growing population. We look forward to working closely with Flipkart and the Ace Turtle team to build Toys R Us and Babies R Us into the leading destination for toy and baby products in India,” Yehuda Shmidman, chairman and CEO at WHP Global and Toys R Us said.
Flipkart Group Chief Executive Officer Kalyan Krishnamurthy, added: “As a homegrown platform, we are constantly striving to build meaningful partnerships that are centred around the needs of our users. We are focused on ensuring that our users across India have access to a wide range of quality products made available by brands and sellers on our platform.”
Nitin Chhabra, CEO of Ace Turtle, said Toys”R”Us is the world’s leading toy brand, and that the partnership will help deliver future-ready consumer experience across online to offline.
The partnership is the latest development for India’s local toy industry that has been the focus of major investment over the course of this year. Previously, the government had organised a national toy fair under the mission statement to transform India into a global hub for the production and sourcing of toys.