Toys R Us and Babies R Us returning to UK in 2022

Toys R Us today announced it has signed a long-term exclusive licence agreement for Toys R US ANZ to run digital and physical retail commerce for Toys R Us and Babies R Us in the United Kingdom. The milestone is an acknowledgment of the successful relaunch of both brands in Australia.

“We selected Toys R Us ANZ as our partner to expand into the United Kingdom because of their proven success in launching with us in Australia under the leadership of their CEO, Dr Louis Mittoni,” says Yehuda Shmidman, Chairman and CEO of parent company WHP Global and Toys R Us. “Toys R Us today is a vibrant business with over 900 stores and e-commerce sites across 25+ countries generating over US$2 billion a year in sales and growing, especially with the new launches underway for both the US and UK markets.”

Dr Louis Mittoni, CEO and Managing Director of Toys R Us ANZ, says: “Tailoring our successful Australian relaunch plan to the UK 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 returned 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.

“My team and I are looking forward to developing technical and commercial relationships with UK-based vendors and partners and to engage with the many loyal Toys R Us former customers and fans in the UK.”

Toys R Us ANZ plans to commence online sales to UK shoppers over the next several months, initially from existing operations in Australia, while it works to establish local teams, offices and logistics facilities during 2022 and 2023.

About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of Licensing.biz and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and babycentre.co.uk. Get in touch at tessa.clayton@biz-media.co.uk

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