I remember the feeling of “I beg your pardon?” upon seeing, in March 2024, a poster in the window of WHSmith in Oxford of Geoffrey the Giraffe, proclaiming “Toys “R” Us In Store Now”.
I knew the toy store brand was re-establishing itself following its bankruptcy in 2018, and its concessions in Macy’s department stores in the United States, alongside slowly opening smaller retail stores, was a formula that could work in the UK – their higher-end FAO Schwarz brand, they of the giant piano keyboard, is already found in Selfridges here.
But making a deal to open Toys “R” Us concessions exclusively in WHSmith, in 76 stores by the end of 2024, was perplexing. Known as a combined newsagent, bookseller and stationers – a conglomeration that my sister, when buying magazines and art supplies, described as being both too specific and too generic to be useful – over two hundred branches have already incorporated Post Offices into them, franchises replacing former “Crown” Post Offices closed by the Government-owned group. It wasn’t an obvious choice for a toy shop to open, even if WHSmith did sell some board games along with children’s art and stationery supplies.
Entering the Oxford WHSmith required me to walk past the regular store, making sure you saw what they had to offer first, to reach the mezzanine hosted by, or guarded by, a fibreglass model of Geoffrey on a park bench. I didn’t look through it – I think I just needed to know it existed.
WHSmith has chopped and changed its product range over the years: the 1980s saw it as a major seller of microcomputers and games from Sinclair, Acorn, Amstrad and so on, and it regularly sold music and films too. During the 1980s and 90s, it owned Do-It-All, a chain of DIY stores, and ran the cable TV channels Lifestyle and Screensport.
But today, its current image is either as a convenience store in airports, train stations and hospitals, once found selling toothpaste for £10, or as a network of tired and cluttered High Street stores. Giving up floor space to Post Offices and Toys “R” Us, then dual- and triple-branding the signs above the front door, suggests WHSmith is diminishing its own presence to adapt to changing tastes. It may operate Smiths News, the largest wholesale supplier of newspapers and magazines, but print sales of both have been in decline for years, and while its reputation as a bookseller caused its inventory system to be adopted worldwide as the ISBN number, stores rarely offer more than a narrow selection of books in comparison to Waterstones or other independent bookshops.
I still make a point of visiting WHSmith: my family’s birthdays and Christmas are punctuated by their greeting cards; it is the only place I have bought “The New Yorker” magazine outside of New York itself; and it is very good if you want one of something particular: one pen, one pencil, one notebook. Supermarkets may offer multipacks of these for less per unit, but only if you are willing to compromise on exactly what you wanted. It has already sold toys and games under their own brands like The Gadget Shop and Past Times, and giving over that part of the store, like in Selfridges and in Tesco (with rival toy shop The Entertainer) makes some business sense.
What is WHSmith meant to be? Whatever it needs to be to keep going.
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