Overview
Smyths Toys is Europe's largest toy retailer, with more than 300 large toy superstores in Ireland, the UK, Germany, Austria, Switzerland, France and the Netherlands, plus online shops in each market. It sells toys, games, video games, baby products and outdoor play equipment. For a toy, games or kids' brand, Smyths is one of the most important retail partners in Europe.
Who is behind Smyths Toys
Smyths Toys is a family-owned Irish business. It started as a family newsagent and opened its first toy store in Galway in 1987, where it is still headquartered. In 2018 it bought the Toys "R" Us stores in Germany, Austria and Switzerland, which were rebranded as Smyths in 2019, and in July 2022 it bought the French toy chain PicWicToys out of receivership. It entered the Netherlands in 2023. Group revenue reached a record EUR 2.49 billion in 2023, up 14.7%, and the business employs around 8,000 people.
Stores and markets
As of October 2025, Smyths operated 311 stores: 21 in the Republic of Ireland, 7 in Northern Ireland, 124 in Great Britain, 76 in Germany, 16 in Austria, 11 in Switzerland, 52 in France and 7 in the Netherlands. Its UK business had record revenue of GBP 953.5 million in 2024, up 2%, helped by higher footfall and seven new stores, with best-sellers including LEGO, Nerf, Paw Patrol and film tie-ins.
How brands can work with Smyths
Smyths is a retailer that buys products for its stores and websites. Research data suggests its online sales come entirely from its own range rather than third-party marketplace sellers. A brand approaching Smyths should be ready with:
- Toys, games or kids' products with strong appeal and clear selling points.
- Strict toy safety compliance, including EU and UK toy safety rules, CE and UKCA marking and age warnings.
- Packaging and content in several languages for Smyths' markets.
- Marketing support, such as TV, digital campaigns and in-store displays, especially for Christmas.
- Supply capacity for a large store network and peak season demand.
Why Smyths matters for brands
Smyths is the leading toy specialist in several European markets, with large stores that act as destinations for families. A listing can give a toy brand broad visibility across Western Europe.
How eBrands looks at Smyths Toys
eBrands works with brands on marketplaces and retail channels across Europe and North America. If you have a toy or kids' brand and want to see whether Smyths fits your plans, we are happy to talk it through.
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