Toys R Us to return to Broad Street

By PHIL CREIGHTON news@rdg.today

A MUCH-LOVED toy store is returning to Reading town centre as one of nine new branches in the country.

Toys R Us is opening up in the WHSmith in Broad Street, close to its original home of Broad St Mall.

It is a new retail partnership between the newsagent and the US-based company, which also includes branches in York, Oxford, and Cheltenham.

Customers visiting the stores are promised an opportunity to take a picture next to a life-size 3D sculpture of mascot Geoffrey the Giraffe.

There will be sections set up by age, interest, and category, with interactive experiences, demonstration tables and iconic visual elements throughout.

Products on sale will include Barbie, Bluey, Fisher Price, Hot Wheels, LEGO, Marvel, Paw Patrol, Peppa Pig, Playmobil, and Star Wars.

The news has been welcomed by Sean Toal, WHSmith High Street’s managing director, who said the company was always looking for new opportunities to launch new product ranges.

“The brand has long been known for its exceptional range of toys and games and complements our existing offer well,” he said. “Across each of the nine locations, we have a great team of colleagues who look forward to welcoming many new and existing customers over the coming weeks and showcasing the new store layout and, not forgetting, Geoffrey the Giraffe.”

It’s not the first return for Toys R Us, which has also had stores in the Forbury retail park and then at Reading Gateway retail park before closing in 2021. Last year, it launched a UK website.

Now it’s returning to the high street, with Reading a key choice for the firm.

Simon Cartey, UK commercial director at Toys R Us said: “Our new shop-in-shops create the perfect home for Toys R Us as it returns to the UK high street shopping scene.

“With this collaboration, we are not only bringing back the beloved Toys R Us experience but also providing convenient access to a wide range of toys and games. Together, we hope to create a magical and joyful shopping destination for families across the country.”

The news has been welcomed by Alexa Volker, Reading’s BID Manager.

“Great news to hear of the return of Toys R Us to Reading,” they said.

“Having this well-known brand return as a concession within WHSmith will be a wonderful addition to our town centre adding to the vibrancy and offer we have.

“Being one of only nine stores returning around the country is a great accolade for Reading and shows the faith large retailers have in our town.”

The first store will open at Monks Cross Retail Park in York on Saturday, with the other eight stores opening across the summer. No date has been announced for the opening of the Broad Street branch.