Toys R Us UK soft-launches new website

Published on: 27th September 2022

The launch of the new Toys R Us UK website is the next step in the retailer’s return to the British retail landscape, a move timed to coincide with the peak selling season. 

The new website features different areas for shoppers to explore, including Pillars of Play and The Demo Zone.

Toys R Us UK has soft-launched its new eCommerce website, a core part of its comeback to the marketplace it left a little over four years ago.

The company has invested heavily into its website to make it as user-friendly as possible. Shoppers can choose to browse via category, brand, property and age range, or be guided by handy additional sections designed to shine a spotlight on toys, games and kids’ products they may not otherwise have thought of. ‘Pillars of Play‘, for example, showcases a selection of carefully curated toys that support child development across a wide range of ages and stages, while ‘Have You Tried?‘ champions smaller brands – something the Toys R Us of old was well-known and respected for doing. There’s also a new ‘Demo Zone‘, where toys are put through their paces, and a ‘Buyers’ Picks‘ section where Sarah Harding and James Ford have compiled their favourites.

All told, around 4,500 toys are currently available on the site from 100 suppliers, and more are being added all the time. Shoppers can benefit from free delivery on orders over £20 as well as next-day delivery on all orders placed before 6pm. A hard launch of the website is planned for early- to mid-October.

There are around 14,000 toys and counting to choose from.

Speaking to Toy World in the days after the site went live, Dr Louis Mittoni, CEO and managing director of Toys R Us ANZ – which last year acquired the rights to run digital and physical retail commerce for Toys R Us and Babies R Us in the UK – said he’s confident a place for Toys R Us remains in the UK.

“I’ve spoken with thousands of people and numerous media outlets about the love that still exists for Toys R Us,” Louis told us. “There’s a great deal of trust and heritage within that brand, and brand awareness in the UK is much higher than in other countries, even the US. The love shoppers have for Toys R Us will come across in how we’ve designed the website and in our mission statement.”

As of yet, there are no firm plans for the opening of any new Toys R Us brick & mortar stores – though Louis says a few things are ‘on the boil’. However, keep an eye out for the November issue of Toy World, in which we’ll be running an exclusive, in-depth article with Louis on the retailer’s big eCommerce comeback and what it means for shoppers.


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