Toys ‘R’ Us is returning to the UK market after a six-year absence, thanks to a new partnership between regional book retailer WHSmith and the iconic toy stores’ parentco WHP Global. 

As part of the agreement, WHSmith will launch nine Toys ‘R’ Us-branded shops in several of its High Street storefronts located in business districts of British cities and towns. The rollout kicks off June 10 at a Monks Cross Retail Park location in York, followed by openings in Canterbury, Chelmsford, Oxford and Poole throughout the summer. 

Each shop-in-shop will feature a life-sized 3D sculpture of TRU mascot Geoffrey the Giraffe, along with demonstration tables and interactive experiences that let consumers play with new toys. They will also carry a wide range of officially licensed products, including LEGO construction sets, Bluey plush, Hot Wheels vehicles and Marvel action figures. 

This move is part of a plan to rejuvenate business at WHSmith’s 514 High Street locations, which have been underperforming for the last few years, generating just US$582 million in 2023 compared to US$726 million in 2019. This drop is in stark contrast to the retailer’s thriving kiosks in airports and train stations, which posted US$1.65 billion in annual revenue last year, up 39% from US$1.1 billion in 2022.