Toys”R”Us® and Babies”R”Us® return to UK with flagship digital launch


NEW YORK, October 20, 2022 /PRNewswire/ — WHP Global, parent company of Toys”R”Us® and Babies”R”Us®and Toys”R”Us ANZ Limited (ASX: TOY), the exclusive license partner of Toys”R”Us and Babies”R”Us in Australia and the United Kingdom, announced the return of brands to UK with the launch of digital flagship e-commerce websites and

Delighting families across the UK, the magic of the world’s best-loved toy store is back with a wide range of toys and baby products just in time for the holiday shopping season. Toys”R”Us UK digital commerce launches with a huge range of products on the Toys”R”Us and Babies”R”Us flagship sites from over 300 brands and aims to further enhance the customer experience with a engaging content, expert guides and product differentiation.

The UK e-commerce launch coincides with the successful roll-out of Toys”R”Us stores across all Macy’s stores in the US, marking a significant comeback for the brand in two of the world’s top toy markets.

“The momentum behind the Toys”R”Us brand and its return to key markets including the UK and United States has been phenomenal. Since acquiring the brand in March last year, we have grown its global footprint by 50% and are still in the early innings of what customers can expect from Toys”R”Us and Babies”R. “Us as we head into 2023,” said Yehuda ShmidmanChairman and CEO of WHP Global and Toys”R”Us.

dr. Louis MittoniCEO and Managing Director of Toys”R”Us ANZ commented on the UK launch saying: “This significant event is a recognition of our dedication to the Toys”R”Us and Babies”R”Us brands, and a testament to the fantastic working relationship with global brand owner WHP Global. Adapting our successful Australian recovery plan to the UK echoes the success of other e-commerce platform gaming businesses that have generated growth and value due to their ability quickly and cost-effectively expand their software, processes, relationship partners and brands into new countries. Since the return of Toys”R”Us Australia in June 2019we quickly evolved as customers returned to the much-loved brand and our e-commerce model has proven successful.”

The UK has one of the most advanced and mature e-commerce markets in the world, with internet-savvy consumers increasingly embracing online shopping. The total UK toys and games addressable market for 2021 was £3.7 billion1representing the largest toy market in Europe and the fourth largest in the world.

mike cooganMarketing Director of Toys”R”Us UK, added: “This is a very exciting time for Babies”R”Us and Toys”R”Us and we look forward to reclaiming our position with UK buyers as the number one supplier. the very best toys, games and childcare products for parents and children.”

For more information or to purchase Toys”R”Us and Babies”R”Us, visit: and

About Toys”R”Us

For more than 70 years, Toys”R”Us has been a global leader in toys that celebrate the joys of childhood and play with children of all ages. Geoffrey the giraffe, the beloved Toys”R”Us mascot, is loved by millions of children and their families around the world. Babies”R”Us is recognized as the most trusted authority on parenting. Millions of new and expectant parents, grandparents and caregivers around the world rely on Babies”R”Us as their go-to resource for the best baby products, advice, registry and savings for their family. This brand power remains because brands generate more 2 billion US dollars in global retail sales every year across more than 1,300 stores and e-commerce businesses in over 25 countries. Visit and follow us on social media @toysrus.

About WHP Global

WHP Global is a leader 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 TOYS”R”US®BABIES”R”US®, ANNE KLEIN®, JOSEPH ABBOUD®JOE JEANS®, WILLIAM RAST®LOTTO®as well as a majority stake in ISAAC MIZRAHI® Mark. Together, the brands generate approximately US$4.5 billion in global retail sales. The company also owns WHP+, a turnkey direct-to-consumer digital e-commerce platform for brands, with full in-house operations including technology, data analytics, logistics, creative and digital marketing and WHP SOLUTIONS. , a sourcing agency based in Asia. For more information, visit

About Toys”R”Us ANZ Limited

Toys”R”Us ANZ Limited (ASX: TOY) is an Australian publicly listed company whose mission is to enrich people’s lives by encouraging exploration, creativity and living life more fully through the enjoyment of toys and toys. hobby. In addition to distributing leading products through Australia for key partners through its Funtastic trading business, the company acquired 100% of Hobby Warehouse Group in November 2020including Australian e-commerce websites Toys”R”Us, Babies”R”Us and Hobby Warehouse and distribution company Mittoni Pty Ltd. The company changed its name from Funtastic Limited to Toys”R”Us ANZ Limited on June 24, 2021. Further information can be found at

Media Contact:

WHP France / Toys”R”Us
Jaime Cassavechia
+1 646 701 7041
[email protected]

1 – The NPD Group, 2021



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