The Smyths Toys flair already moved into the Cologne headquarters at the end of 2018: By the end of March of this year, all former Toys"R"Us branches will also be gradually converted into Smyths Toys Superstores. In addition, customers should benefit from a multichannel strategy, which also includes strengthening online trade. 

Good overview and large selection

Founded more than thirty years ago in Ireland, the family company Smyths Toys is now a market leader in Europe with more than 200 locations in Ireland, England and the DA-CH region (Germany, Austria and Switzerland) as well as their own online shops Toys and baby items. With a wide range of toys, outdoor, multimedia and baby products, Smyths Toys has one of the most extensive ranges in the industry.

The conversion of the Toys'R'Us branches into Smyths Toys Superstores is intended to combine offers in local toy stores and the possibility of online shopping as part of the multichannel strategy of the Irish company.

Clearly arranged aisles, a wide range of products and the idea of ​​service are the focus of the concept, according to the company. Photo: Smyths Toys
Clearly arranged aisles, a wide range of products and service are the focus of the concept, according to the company. Photo: Smyths Toys

"keep it simple" is the motto of the Smyth brothers, who founded the toy store Smyths Toys in Ireland. Customers at Smyths Toys should be able to recognize this clarity (English: simplicity = simplicity) from the clearly arranged shelves in the branches, the clear "every day fairest price promise" and the high service standards. It is these three approaches that have made the company so large and successful, according to the associated report.

“With our 'keep it simple' approach, at Smyths Toys we focus on what's important: our customers. Because we all appreciate good advice, friendliness and a pleasant shopping experience. We are now also offering this to our customers in Germany, Austria and Switzerland.”

Anthony Smyth, co-owner of Smyths Toys

The fact that this concept could also be well received by Smyths Toys customers in the DA-CH region is evident from the sales in the past Christmas business.

"Despite the changes and change processes, we can still look back on an economically stable 2018 financial year and in particular on an extremely successful Christmas business under the Toys"R"Us logo."

Detlef Mutterer, Managing Director of Smyths Toys DACH

The current renovation work in the branches should be completed by mid / end of March of the current year and will be celebrated with a big event on Saturday, March 30, 2019.

Further information is also available at

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