WHP Global Signs Exclusive Partnership with WHSmith for Toys”R”Us Shop-in-Shops in Great Britain

WHP Worldwide (“WHP”)the parent company of Toys”R”Us, has signed a long-term licensing agreement with a leading global retailer W.H.Smith as an exclusive shop-in-shop partner for Toys’R’Us in the United Kingdom. Under the terms of the agreement, WHSmith will have the exclusive license to operate Toys”R”Us shop-in-shops in their High Street stores, including the opening of 30 new stores this summer.

Following the successful launch of Toys”R”Us shop-in-shops in selected WHSmith stores last year, this strategic partnership is part of WHP Global’s mission to expand Toys”R”Us’ presence across the UK retail landscape expand.

“We are off to a great start with the introduction of Toys”R”Us stores at WHSmith locations,” said Stanley Silverstein, Chief Commercial Officer at WHP Global. “We are excited to strengthen our relationship with WHSmith and expand Toys”R”Us reach to more locations across the UK. This fits perfectly with our overarching strategy to grow the Toys “R” Us brand in the UK across channels including flagship stores, e-commerce and travel retail, bringing accessibility and convenience to the next generation of Toys “R” Us children is guaranteed.

“Our customers are excited about the launch of Toys”R”Us in WHSmith stores, so we are pleased to have signed a new exclusive agreement that extends our partnership with the brand,” said Sean Toal, Managing Director at WHSmith High Street. “We look forward to bringing the magic of Toys”R”Us to even more WHSmith customers across the UK.”

This partnership reflects both companies’ commitment to delivering exceptional value and variety to customers, while combining the strengths of their respective retail expertise. Customers can look forward to an unparalleled shopping experience that integrates the iconic Toys”R”Us brand, including its beloved mascot Geoffrey the GiraffeTM, into WHSmith’s retail ecosystem.

New store locations and opening dates will be announced in the coming weeks.

For more than 70 years, Toys”R”Us has been a global leader in the toy category that celebrates the joys of childhood and play with children of all ages. Geoffrey the Giraffe™, the beloved Toys”R”Us mascot, is adored by millions of children and their families around the world. The brand generates more than $2 billion in global retail sales annually through more than 1,400 stores and e-commerce businesses in 31 countries. For more information, visit www.toysrus.com or follow @toysrus on social media.

WHP Global is a leading New York-based company that acquires global consumer brands and invests in high-growth distribution channels, including digital commerce platforms and global expansion. WHP owns a portfolio of consumer brands that collectively generate more than $7 billion in global retail sales. The company also owns WHP+, a turnkey digital e-commerce platform for consumers, and WHP SOLUTIONS, a buying agency based in Asia. For more information, please visit www.whp-global.com.