It’s been well reported that Toys R Us has been in big trouble for a while now, with UK operations winding up as we speak. However Toys R Us is a multi-national brand, with each region operating as a separate entity to each other. For example the US stores will soon disappear, yet the Canadian stores will continue to trade. Up to now the European operations have remained untouched but it’s been announced that Irish toy retailer Smyths Toys, who also have a large number of stores in the UK, will be taking over the entire Toys R Us businesses in Germany, Austria and Switzerland. Not only does this expand Smyths Toys reach beyond the UK, it also secures a large number of jobs. With Toys R Us stores and online aspects set to be rebranded to Smyths Toys. This will only have a positive affect for LEGO®, as the two companies already have a great relationship, with Smyths Toys currently carrying a number of LEGO exclusive sets, as well as being the only UK retailer carrying LEGO City Mining Experts range. They also run a number of LEGO in-store events. With Smyths Toys having a larger base of stores in more countries, this could mean we still get some of the cool retailer exclusive sets Toys R Us use to stock, like the Minifigure packs.
Irish toy retailer Smyths Toys takes over Toys “R” Us in the DACH region
Cologne, April 21, 2018– The Irish toy retailer Smyths Toys has signed a deal to acquire Toys “R” Us in Germany, Austria and Switzerland (DACH region), making it – most likely – the largest toy and baby goods retailer in Europe. Smyths Toys already successfully operates 110 toy shops and online shops in Ireland and the UK, and will now expand its corporate portfolio with an additional 93 stores and 4 online stores in the DACH region.
Subject to final approval by the appropriate court in the US, all relevant authorities and contractual arrangements, Smyths will designate all of the Toys “R” Us brand entities in the DACH region as well as all employees and management in these three countries, including the head office in Cologne , take.
On behalf of Smyths Toys, Tony Smyth says: “We started our business more than thirty years ago and we are very grateful to our customers, employees and suppliers for the support we have received during this time. Customers of all ages are the focus of our actions. We firmly believe that multi-channel toy retailing will continue to develop positively and that we can successfully launch and expand our brand in continental Europe. Toys “R” Us in the DACH region is profitable, has a strong leadership team and many loyal customers. This is a good starting point for our expansion. “
Detlef Mutterer, CEO of Toys “R” Us Central Europe, said: “After extensive exploratory talks, I am very pleased that Smyths Toys won the bidding process for our company.Smyths Toys is a highly successful trading company that has grown strongly in the past.We look forward to working together in the coming years, responding to customer requests and working together to drive the business forward. We already have many joint suppliers and we look forward to working constructively with all our business partners. “
US Toys “R” Us occupies a leading position in the German-speaking market with currently 93 branches as well as its own online shops in the toy and baby goods trade.With its wide range of toys, multimedia, outdoor and baby toys, Toys “R” Us carries the widest range of products in the industry. Through attractive customer benefit programs, high service standards and product quality at reasonable prices, the Toys “R” Us concept offers customers great added value. Visit us also once in the internet under www.toysrus.de.
About Smyths Toys
Founded more than thirty years ago, Smyths Toys is now the leading multi-channel toy retailer in English-speaking Europe, with more than 110 locations. Smyths Toys is a family business. The shops, brands, catalogs and television commercials of Smyths are extremely popular with clients of all ages. This transaction makes Smyths Toys the largest toy retailer in Europe.
Trackbacks/Pingbacks