The Toy Store to open 15 shops in the UK
The Toy Store has unveiled plans to open 15 stores in the UK over the next three to five years.
The retailer will start by opening a flagship store in London which will then be followed by a regional roll-out.
Part of the RM Retail Group, The Toy Store has been trading for ten years in countries forming part of The Gulf Co-operation Council with eleven standalone stores across the UAE, Oman, Qatar and Bahrain. The chain also supplies toys to 48 Hallmark stores across the region.
Following its debut in the UK, The Toy Store is planning to expand into a number of other countries including Turkey, Russia, India, Singapore and Indonesia.
The retailer said its strapline “Play before you pay” has been a key element in its success. Mark Handley, The Toy Store’s group commercial director, explained: “The Toy Store offers something that has all but disappeared from the British High Street – a toy shop with an emphasis on fun. With magicians, balloon modellers and children’s characters wandering the store and Storm Troopers for security guards, we want to make children’s trip to the toyshop magical.
“In an era of internet retailing, the key to our success has been in providing something that a child cannot get from a screen – an experience. The policy of “play before you pay” is not dictated by weekly promotions but by which product the customer wants to take out of the box to play with now!”
The Toy Store has appointed MMX Retail to guide its UK store roll-out. MMX Retail’s David Justice added: “Following a first store in the London region the plan is to commence a steady but sure footed regional roll-out over the next five years. We will be seeking stores ranging from 10,000 to 25,000 sq ft in the top 20 locations across the UK.”
