Simon Cartey has more than 35 years of global store design and operations experience with Toys R Us and Babies R Us, having worked extensively in the UK, European, USA and other global markets.

Simon Cartey

Digital-first eCommerce D2C retailer, Toys R Us ANZ Limited has announced the appointment of Simon Cartey to the role of commercial director for UK Toys R Us Limited.

Simon will report to the group CEO, Louis Mittoni, in an expanded role to help drive the growing eCommerce and physical retail business within the UK market. He will retain his responsibilities as VP Store Design and Innovation at WHP Global, which owns the global Toys R Us and Babies R Us brands.

Louis Mittoni said: “We are delighted to welcome Simon to the Toys R Us UK team. Having witnessed first-hand his extensive experience with store design and deep knowledge of the toy industry, we know he will play a critical role in helping us drive growth and profitability for the UK business. We are confident that Simon’s leadership will be instrumental in our success as we continue to expand our digital footprint and look to open physical stores in the coming months.”

In October 2022, Toys R Us launched digital flagship eCommerce websites ToysRUs.co.uk and BabiesRUs.co.uk and announced plans to open physical retail stores in 2023. Last year’s UK eCommerce launch coincided with the successful rollout of Toys R Us shops at all Macy’s stores across the US, marking a return of the brand in two of the top global toy markets.

“I’m thrilled to join the Toys R Us UK team and come full circle, returning home to where I started my career with Toys R Us in 1985,” said Simon Cartey. “This is an exciting time for Toys R Us as we start a new chapter and bring the magic of this beloved brand back to families across the UK.”