The new Toys R Us stores will take the total number of shop-in-shops in WHSmith to 76 across UK high streets. Credit: Sorbis/Shutterstock.

Travel retailer WHSmith is enhancing its collaboration with Toys R Us, planning an additional 37 UK shop-in-shops in the autumn and winter of 2024/25.

Following the exclusive launch of the first UK-based Toys R Us shop-in-shop in 2023, WHSmith has expanded the number of such outlets in the country to 39. 

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The next wave of openings will commence on 28 September 2024, with Bexleyheath, Eastbourne and Southampton the first to welcome customers.  

WHSmith will open three Toys R Us shop-in-shops weekly in the lead-up to Christmas, offering a broad selection of the latest toys and games.  

WHSmith High Street managing director Sean Toal said: “Nearly 40 years ago, Toys R Us first came to the UK, and we take great pride in being the steward of this much-loved brand.  

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“We’ve had queues around the block for many openings in the last year which tells you just how much people are loving seeing Toys R Us back again. But our job isn’t done yet, and I’m pleased to be bringing the magic to even more customers over the coming months, ready for the best time of year – Christmas!” 

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With more than 500 stores in major towns and cities across the UK, WHSmith High Street offers a diverse range of products and services, including best-selling books and a variety of stationery.  

The addition of 37 new Toys R Us shops-in-shops will take the total number to 76 across UK high streets. 

In May 2024, WHSmith announced the expansion of its partnership with Toys R Us, when it revealed the locations of the first 17 new shop-in-shops to open within its stores in the UK.