Smyths acquires TRU Germany, Austria, Switzerland

Acquisition will create the largest toy retailer in Europe.

Smyths Toys Superstores is to acquire Toys R Us’ operations in Germany, Austria and Switzerland, in a move that will create the largest toy retailer in Europe.

Smyths Toys already successfully operates 110 toy stores and online shops in Ireland and Great Britain, and will now add a further 90 stores and online operations in another three European countries.

Subject to the final approval of the responsible court as well as other regulatory and contractual obligations, Smyths will acquire and rebrand all businesses branded Toys R Us in Germany, Austria and Switzerland.

It will also take on all employees and management in these three countries, including the head office in Cologne.

“We are convinced about the future of multi-channel specialist toy retail and are confident that we can successfully introduce and grow our brand in Continental Europe,” said Tony Smyth on behalf of Smyths Toys.

“The Toys R Us business is profitable, has a strong leadership team and already has many loyal customers. It provides a great starting point for our expansion.”

Detlef Mutterer, md of Toys R Us Central Europe, added: “After an extensive sales process, my colleagues and I are pleased that Smyths Toys has won the bidding process for our business.

“Smyths Toys is a proven leader in the retail industry. They have achieved strong growth in recent years and will complement our business in an ideal way. We look forward to working with our new colleagues, responding to customers and growing the business further.

“We already have many suppliers in common and we see this as good news for the supplier community and our other business partners.”

Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter.

MORE NEWS
TheGruffalo500x500
 
As the countdown to World Book Day on Thursday 7 March continues, a new study commissioned by The Works has revealed that The Gruffalo is the go-to book when it comes to reading to our children for the very first time....
ToriCotton500x500
 
Previously commissioning editor, Tori Cottonhas taken on the role, having contributed greatly to series such as Maggie Sparks - which is now a licensed IP with Larkshead Licensing - and spearheaded the products published under SCP's licensing list....
KiplingBarbie500x500
 
The Belgium-based bag brand has unveiled a second collaboration with Mattel and Barbie, launching later this month....
ABGAldoHunter500x500
 
The deal sees ALDO take on the design, production and distribution of Hunter bag products and small leather goods for ladies and men in the US and Canada....
AvatarWayoftheWater500x500
 
The value of the UK music, video and games markets increased for the 11th successive year in 2023, rising 7% to another all-time record of £11.9bn....
Snowtapart500x500
 
Design and illustration brand, Snowtap, together with KJG - which manages the consumer products programme - has appointed Renaissance Licensing as the sub-licensing agent for the US market....
Get the latest news sent to your inbox
Subscribe to our daily newsletter

The list doesn't exist! Make sure you have imported the list on the 'Manage List Forms' page.