The grand opening of the new Toys R Us store in Hereford city centre takes place this morning.

The Toys R Us store is located inside WHSmith and the grand opening will take place at 8.30am.

Children will get the chance to meet Geoffrey the Giraffe and the first 50 children through the doors will receive a gift! 

Toys R Us have opened a number of stores inside WHSmith shops over the past couple of years.

From WHSmith:

Nearly one year ago, Toys”R”Us returned to the UK – with a new home at WHSmith.

After five years, we were very proud to help bring the beloved toy brand back to the UK’s high streets with the launch of nine shop-in-shops inside WHSmith.

Every time I’ve been out visiting these stores since, I have seen first-hand how positively our customers have responded to the new ranges. 

Many tell me it feels like a back to the future moment – a brand they had known and loved since the mid-eighties which is back to deliver the magic to a whole new generation of families!

So, I was very pleased to announce recently that WHSmith would be bringing Toys”R”Us to even more towns and cities across the UK.

We’ve now signed an exclusive agreement to open a further 30 shop-in-shops over the summer months, all around the UK.

From Hereford to Hastings, today we’ve unveiled the first 17 locations for the new Toys”R”Us stores in WHSmith. 

Not only is this an exceptionally exciting time for our colleagues and customers, but we’re also proud to be bucking the trend by continuing to invest in the UK high street.

WHSmith, as many know, is a retailer that was founded over 230 years ago.

Our first store opened in Little Grosvenor Street in London and was soon followed by our first ever travel retail store at London Euston Station. Today, we’re a global travel retailer operating in over 32 countries with over 14,000 colleagues.

Our High Street business is made up of over 500 stores and 5,000 colleagues and we’re in major towns and cities across the UK. 

We are very proud of our history and the longstanding relationships we have with many of the local communities we serve.

But we never rest on our laurels, and we know that in the current environment retailers must continuously adapt and respond to changing customer dynamics by offering new services, ranges and experiences for customers.

That’s something I believe sets WHSmith apart. 

Our High Street business has been resilient for over 230 years, and in the face of more recent challenges the team is always searching for new ways to delight our customers.

We constantly challenge ourselves to look at what’s next and we’re not afraid to embrace change and be bold and back something different.

Our partnership with Toys”R”Us epitomises this and shows exactly what we are about. We’re known for being the Hub of the High Street by providing customers with a range of great products and services, from books and stationery to Post Office services across 200 locations. 

With Toys”R”Us set to be in a further 30 stores by the end of August this gives customers even more reasons to shop with us.

Retail has that entrepreneurial spirit and I know that many retailers are doing everything they can to make their stores a success, making the sector a major contributor to the economy and significant employer along the way. 

That’s why I’m delighted that Toys”R”Us will be in more WHSmith stores in the future, ensuring our High Streets can continue to deliver the magic for future generations.

17 new Toys R Us shop-in-shop locations set to open this summer:


Fosse Park

Leamington Spa





Nottingham Victoria





Newton Abbott



Richmond George Street


Nine existing Toys”R”Us shop-in-shop locations:

York (Monks Cross)

Canterbury (St George Street) 

Chelmsford (High Street) 

Cheltenham (High Street) 

Cwmbran (The Mall)

Oxford (Cornmarket Street)

Poole (Towngate Shopping Centre) 

Reading (Broad Street)