‘Store Wars’ looks set to be the name of the game in retail centres around the country in the countdown to Christmas 2015 as new kid on the block Toys R Us gears up to take on established player Smyths Toys for a share of the lucrative children’s leisure and entertainment market.

The American-based retailer opens its first Republic of Ireland store in Westland Retail Park in Blanchardstown, Dublin on Saturday.

A second outlet is set to open its doors soon in Parkway Retail Park in Limerick. And eight further stores are planned across the country as the giant retailer strives to establish a firm footing in the lucrative Irish toy market.

Toys R Us has more than 1,500 stores across 33 countries including 50 outlets in the United Kingdom.

As well as toys, the megastore sells a range of baby products including car seats, cots and buggies. Special play areas have recently been constructed in specific stores to occupy children while parents concentrate on shopping.

Brian Donoghue, formerly the chief operations manager with Smyths Toys has secured the licence from the US group to operate the Toys R Us franchise here.

It’s expected that the main investors will spend in excess of €5m establishing the first half dozen stores.

“Next year we’re looking at opening in Cork, and possibly two more outlets in Dublin,” Mr Donoghue said.

Family-run Smyths Toys was founded in Claremorris Co Mayo in 1987 and now has 80 stores throughout Ireland and the UK. The company recently doubled the size of its Airside Retail Park store located close to Dublin airport.

The arrival of a significant new player on the retail toy scene is likely to benefit the Irish consumer as individual stores offer significant, short-term reductions on specific,high-end products in order to increase footfall.

Source: www.businessworld.ie