Turnover: 1.6 billion EUR (2020)

Country: Ireland

Smyths Toys Superstores is an Irish multinational chain selling children's toys and entertainment products with over 110 stores in Ireland and the UK, owned by the Smyth family. On April 21, 2018, Smyths announced the acquisition of Toys "R" Us stores in Germany, Austria and Switzerland. Also, in Belgium, products can be ordered online and resold by independent stores.

The company took over French company Picwic Toys, which went into receivership in 2022. It merged with the French Toys R Us subsidiary in 2019

News

Smyths Toys opens two new stores and renovates its fleet 17/09/2024

  • - Number of Smyths Toys stores in France: 43, with the 44th opening soon in Toulouse.

Smyths Toys to open a store in Toulouse for Christmas 17/07/2024

  • - 2 years after its arrival in France, Smyths Toys Superstores is planning to open a new store.
  • - This will be the company's 42nd store in France.
  • - In mid-2022, the company took over the 41 PicWicToys stores (formerly Toys'R'Us France and Picwic).

Smyths Toys soon to include a nursery range 28/08/2023

  • Smyths Toys, the buyer of the former PicWicToys stores in France, has announced that it will be adding a dedicated childcare department to its 41 French stores and website
  • The brand already offered a range of wheeled products for toddlers, such as buggies and stroller-like tricycles.
  • Number of main product types available for babies: 7 (beds, car seats, strollers, high chairs, feeding bottles, small household appliances, babyphones and early-learning toys).
  • Brands represented in the group's offer: Joie, Babymoov, Ickle Bubba, Maxi Cosy, MAM

Smyths toys: children's paradise 11/04/2023

  • Smyths Toys took over PicWicToys and its 41 stores last July.
  • Smyths Toys is Europe's leading toy and games retailer.
  • Smyths Toys has over 270 stores in France, the UK, Ireland, Germany, Austria, Switzerland and the Netherlands.
  • The group was founded in 1986 in Ireland by brothers Tony, Padraig, Liam and Thomas Smyth. Today, Smyths Toys employs over 6,000 people.
  • In 2018, Smyths Toys acquired the German, Austrian and Swiss subsidiaries of Toys'R'Us.

Studies mentioning this company

The licensed toy market - France

Other companies mentioned:

  • Mattel
  • Namco Bandai Entertainment France
  • Tomy France
  • Lego France
  • Playmobil (Horst Brandstätter Group)
  • The Disney Store France
  • Dreamworks Animation
  • Pixar
  • Marvel
  • Ludendo La Grande Récré
  • King Jouet
  • Picwic Toys
  • Smyths Toys
  • Maxi Toys
  • Mayr-Melnhof Karton
  • Splash Toys
  • Maped
  • Schleich
  • Hasbro
  • WDK Groupe Partner - Jouets Sajou
  • Abysse corp
  • Miniso
  • Shin Sekai
The stroller market - France

Other companies mentioned:

  • Bébé Confort
  • Bambisol
  • Aubert
  • Allo bébé
  • Leboncoin (Adevinta Group)
  • Outlander Joie baby
  • Autour de Bébé
  • Bébé 9
  • LDLC Groupe
  • Bugaboo
  • Graco
  • Artsana Groupe (Chicco)
  • Babyhuys
  • Cybex (Goddbaby International)
  • Maxi-Cosi (Dorel Groupe)
  • Quinny
  • Babymoov
  • Costway
  • Smyths Toys
  • Yoyo Babyzen
  • Trolem
  • Berceau Magique Megara
  • France Maternité