Toys 'R' Us UK back online, just in time for festive shop

Toys ‘R’ Us is returning to the UK market as an online-only business – four years after closing all of its bricks and mortar stores – in a move designed to tap into the run-up to the peak Christmas toy season.

Founded in the US in 1948, the company opened its first UK store in 1985 but in 2017 filed for bankruptcy after debts reached more than £3.5bn. A year later, the toy chain closed all of its 100 UK branches.

Last year, owner WHP Global signed an agreement with Toys ‘R’ Us Australia to lead the brand’s revival in the UK. WHP Global had previously acquired a controlling interest in Tru Kids, the parent company of the Toys ‘R’ Us and Babies ‘R’ Us brands.

The company has invested heavily into the relaunch of the site, as it attempts to make it as user-friendly as possible. Around 14,000 toys are currently available online, from over 100 suppliers.

A notice on the site states: “We’re back! We can’t wait to develop and grow with you and your loved ones, over the coming weeks, months and years!” A video shows children smiling as they play together, with the caption: “We’re getting ready to create magical memories with you…”

The site features different areas for shoppers to explore, including Pillars of Play – which showcases a selection of carefully curated toys that support child development across a wide range of ages and stages – and The Demo Zone, where toys are tested.

It is also offering free delivery on all orders over £20 and next-day delivery on all orders placed before 6pm.

WHP Global and Toys ‘R’ Us chairman Yehuda Shmidman said: “Toys ‘R’ Us today is a vibrant business with over 900 stores and ecommerce sites across 25-plus countries generating over $2bn a year in sales and growing, especially with the new launches underway for both the US and UK markets.”