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More Toys R Us Shop-in-Shops Coming to the UK

WHSmith toys r us shop in shops

WHP Global, the parent company of Toys R Us, has signed a long-term agreement with British retailer WHSmith to open 30 more branded toy shops in its “high street” stores across the U.K. The partners first introduced the shop-in-shop experience last summer at an initial nine WHSmith stores, the first located in York, England.

Under the terms of the new agreement, WHSmith will have the exclusive license for Toys R Us shop-in-shops in its high street stores across the U.K.

This partnership is part of WHP Global's mission to expand the presence of Toys R Us across the U.K., according to a media release. The company has also made moves to spread the toy giant’s presence across other parts of the world and industries. Also read:

"We've got off to a great start with the introduction of Toys R Us shops within WHSmith locations," Stanley Silverstein, chief commercial officer at WHP Global, said in the release. "This aligns perfectly with our overarching strategy to grow the Toys R Us brand in the U.K. through diverse channels including flagship stores, e-commerce and travel retail, ensuring accessibility and convenience for the next generation of Toys R Us kids."

The participating WHSmith stores will offer an integrated shopping experience, including a sculpture of Toys R Us’ iconic Geoffrey the Giraffe advertising character, demonstration tables, unique visual elements and other interactive experiences. New store locations and opening dates will be released in the coming weeks, per the release.

"Our customers have been delighted by the launch of Toys R Us in WHSmith stores, so we are excited to have signed a new exclusive agreement [that] extends our partnership with the brand," added Sean Toal, managing director at WHSmith high street.

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