The retailer has announced a strategic multi-year exclusive supply agreement with Addo Play Limited, a vertical division of The Entertainer UK Limited.

The multi-year deal is expected to significantly step up Addo Play’s global trading footprint, making Toys R Us Canada a pivotal part of the UK start-up’s growth trajectory and plans.

Melanie Teed-Murch, president of Toys R Us Canada, commented: “We’re truly excited to be partnering with Addo Play to enhance our exclusive selection of toys for our customers. The company’s toy range is impressive and customer focused, so being able to offer this exclusively in Canada is an achievement and partnership we are proud to reveal. Addo Play’s toys inspire fun, imagination and wonder, which truly reflects our ongoing mission to bring joy to children and their families here at Toys R Us Canada.”

Toys R Us Canada, which is now 100% Canadian-owned and operated since being acquired by Fairfax Financial Holdings Limited, has been looking for new innovative routes of supply to augment its differentiated and exclusive offerings in toys. Addo Play’s ranges, including Nick Jr Ready Steady Dough, Pitter Patter Pets, B Friends and Nickelodeon Liquid Lava Putty, among many others, offer excellent value for money and are designed with care, presenting a differentiated solution for the Canadian toy authority.

“We are absolutely thrilled to be able to share this news and cannot wait to help Toys R Us Canada to build upon its complementary range of exclusive toys,” commented Mary Price and Dave Martin, co-founders of Addo Play. “Addo Play’s uniquely curated range of toys offers consumers a high-quality choice of products through our design led categories which include compounds, craft, mechanical plush, science and dolls to name a few. We’re in the midst of planning the creation of many new lines that will be developed exclusively for Toys R Us Canada. We look forward to building a strong, long-term, mutually beneficial partnership.”

Gary Grant, founder and chairman of The Entertainer, added: “Our customers simply love the Addo Play toy range, which has been established as one of our leading brands in a very short space of time. Securing a strategic partnership with Toys R Us Canada is a true recognition of this success.”

The Addo Play range will be exclusively available in Toys R Us Canada stores across the country, as well as online, from January 2019.

For further information on Toys R Us Canada visit, toysrus.ca, and on Addo Play, visit addoplay.com.