British retailer WHSmith has announced the expansion of its partnership with Toys R Us, revealing the locations of the first 17 new shop-in-shops set to open within its stores nationwide.
The move is part of a broader strategy to launch 30 concessions by the end of August 2024, following the successful introduction of nine Toys R Us shop-in-shops in 2023.
The 17 shop-in-shops will be launched across the UK in May and June with locations in Hereford, Leamington Spa and Fosse Park, Leicestershire set to open on 25 May.
Guildford, Halifax, Hastings, Lancaster, Nottingham, Salisbury, Sutton and Taunton will also see the opening of dedicated Toys R Us shops.
The initiative marks the revival of the children's chain, which went into administration in February 2018, leading to the closure of all its 100 stores and the loss of 2,000 jobs.
The brand announced its comeback plans in October 2022 and subsequently entered into an exclusive agreement with WHSmith for UK concessions.
WHSmith high street managing director Sean Toal said: "After five years, we were very proud to help bring the beloved toy brand back to the UK’s high streets with the launch of nine shop-in-shops inside WHSmith.
"Our partnership with Toys R Us epitomises this and shows exactly what we are about. We’re known for being the hub of the high street by providing customers with a range of great products and services, from books and stationery to Post Office services across 200 locations."
