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ace turtle and Toys“R”Us® open largest flagship high street toy store in Mumbai

12,000 sq. ft store set to redefine the toy shopping experience for Indian families

ace turtle, new India’s leading technology-native retail company today announced the launch of the new Toys“R”Us® flagship store in Mumbai. Spread across an expansive five-storeyed building illuminated with the brand’s signature stars, this is the largest high street toy store in India of Toys“R”Us®, the world’s leading authority on toys and play.  

Located in the bustling Linking Road area, the flagship store redefines the toy shopping experience by offering convenience and accessibility to families with an extensive collection of top international brands such as LEGO, Hasbro, Mattel, alongside beloved Indian brands like Playshifu, Funskool and Winmagic. Toys“R”Us kids of all ages will experience the magic of play with interactive elements throughout the flagship, photo-op with Geoffrey the Giraffe, and branded experiences from top toy brands.

Sharing the global brand’s perspective at the launch, Stanley Silverstein, Chief Commercial Officer, WHP Global, the parent company of Toys“R”Us® said, “We are thrilled to open this store with our partner ace turtle as we continue to expand the Toys“R”Us  brand through new concepts and new locations across India. India, the fastest-growing large economy with the world’s largest population of 0–14-year-olds is a significant part of our global expansion plans. We believe this flagship store fully captures the perfect mix of retail and entertainment making it a highly sought after destination for families year-round.”

Commenting on the launch, Nitin ChhabraCEO, ace turtle said, “We are excited to introduce the globally renowned Toys“R”Us® experience for kids with the launch of our new flagship store in Mumbai. The store reflects our commitment to providing families, especially children, with a lively and engaging experience. Our aim is to offer more than just a visit – we want families to enjoy a memorable and delightful time together, creating moments of joy and recreation. We believe there is tremendous potential for organized toy retailing in India given the fast-growing customer base. We look forward to expanding our reach by opening several more stores across the country. The expansion of Toys“R”Us® will contribute to the Government of India’s “Make in India” initiative by accelerating toy manufacturing in the country.”

In June 2021, ace turtle entered a joint venture with the Flipkart Group’s Wholesale Entity in India to acquire the license of Toys“R”Us in India. Earlier this year, ace turtle unveiled the first Toys“R”Us store in India in Hyderabad which has received phenomenal response from customers. Additionally, customers across India have been shopping for their favourite toys from the online store

About Toys“R”Us®

Toys“R”Us® has been a global leader in the toy category celebrating the joys of childhood and play with kids of all ages for more than 70 years. Geoffrey the Giraffe™, the beloved mascot of Toys“R”Us®, is adored by millions of kids and their families around the world. The brand generates more than $2 billion in global retail sales annually through 1,400+ stores and e-commerce businesses in 31 countries.

About WHP Global

WHP Global is a leading New York based firm that acquires global consumer brands and invests in high-growth distribution channels including digital commerce platforms and global expansion. WHP owns ANNE KLEIN®, JOSEPH ABBOUD®, JOE’S JEANS®, BONOBOS®, ISAAC MIZRAHI®, LOTTO®, TOYS”R”US®, BABIES”R”US®, and a 60% interest in the EXPRESS® brand. The company signed an agreement to acquire the G-STAR RAW brand. Collectively the brands generate over $7 billion in global retail sales. The company also owns WHP+, a turnkey direct-to-consumer digital e-commerce platform, and WHP SOLUTIONS, a sourcing agency based in Asia.

About ace turtle

ace turtle, new India’s leading tech-native retail company is spearheading the retail industry’s next phase of transformation. The company is vertically integrated from design, local manufacturing and marketing to reach consumers directly. ace turtle is powered by its proprietary technology which uses data science from design to fulfilment to meet ever-evolving consumer expectations. Bengaluru and Singapore-based ace turtle is the exclusive licensee of iconic global brands Lee®, Wrangler®, Toys“R”Us®, Babies“R”Us® and Dockers® for India and other South Asian markets.

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