Insights

Expanding Retail Footprint With over 200 stores across the UK, Ireland, and Central Europe including recent openings in Banbury and West Quay Retail Park, Smyths Toys presents opportunities to partner with their expanding physical retail network for in-store promotions, exclusive collaborations, and point-of-sale campaigns.

Digital Service Adoption The launch of their Click and Collect service in late 2025 indicates a strategic shift towards e-commerce integration, opening avenues to offer supply chain solutions, digital merchandising technologies, and online advertising services to enhance customer engagement.

Sustainability and Community Engagement Recent initiatives such as partnering with local organizations to bring festive cheer highlight a community-focused approach, suggesting potential for developing sustainable product lines and sponsorships that resonate with their family-oriented customer base.

Technological Infrastructure Their use of advanced technologies like SAP Commerce Cloud, React, and Google Analytics demonstrates a robust digital infrastructure ripe for collaboration on data analytics, AI-driven marketing, and ecommerce optimization solutions aimed at improving customer experience.

Strategic Growth and Leadership Recent acquisition by Branicks Group AG and ongoing store openings signal a growth-focused strategy, creating potential sales opportunities in franchise development, retail technology upgrades, and consultancy services to support their scale-up plans.

Smyths Toys Superstores Tech Stack

Smyths Toys Superstores uses 8 technology products and services including SAP Commerce Cloud, React, Microsoft, and more. Explore Smyths Toys Superstores's tech stack below.

  • SAP Commerce Cloud
    E-commerce
  • React
    Javascript Frameworks
  • Microsoft
    Miscellaneous
  • Java
    Programming Languages
  • HSTS
    Security
  • Bootstrap
    UI Frameworks
  • Google Analytics
    Web Analytics
  • Apache
    Web Servers

Smyths Toys Superstores's Email Address Formats

Smyths Toys Superstores uses at least 1 format(s):
Smyths Toys Superstores Email FormatsExamplePercentage
FLast@smythstoys.comJDoe@smythstoys.com
94%
FiLast@smythstoys.comJoDoe@smythstoys.com
4%
FMiddleLast@smythstoys.comJMichaelDoe@smythstoys.com
1%
FirstLast@smythstoys.comJohnDoe@smythstoys.com
1%

Frequently Asked Questions

What is Smyths Toys Superstores's official website and social media links?

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Smyths Toys Superstores's official website is smythstoys.com and has social profiles on LinkedIn.

How much revenue does Smyths Toys Superstores generate?

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As of December 2025, Smyths Toys Superstores's annual revenue is estimated to be $562M.

What is Smyths Toys Superstores's NAICS code?

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Smyths Toys Superstores's NAICS code is 44-45 - Retail Trade.

How many employees does Smyths Toys Superstores have currently?

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As of December 2025, Smyths Toys Superstores has approximately 2.6K employees across 4 continents, including EuropeNorth AmericaOceania. Key team members include Chief Executive Officer: J. H.Cto: R. W.Head Of Hr Uki: S. Y. O.. Explore Smyths Toys Superstores's employee directory with LeadIQ.

What industry does Smyths Toys Superstores belong to?

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Smyths Toys Superstores operates in the Retail industry.

What technology does Smyths Toys Superstores use?

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Smyths Toys Superstores's tech stack includes SAP Commerce CloudReactMicrosoftJavaHSTSBootstrapGoogle AnalyticsApache.

What is Smyths Toys Superstores's email format?

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Smyths Toys Superstores's email format typically follows the pattern of FLast@smythstoys.com. Find more Smyths Toys Superstores email formats with LeadIQ.

When was Smyths Toys Superstores founded?

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Smyths Toys Superstores was founded in 1987.

Smyths Toys Superstores

RetailGalway, Ireland1001-5000 Employees

Smyths Toys Superstores are a leading provider of children's entertainment products and trade from over 100 stores throughout the UK and Ireland. 

Our stores are bursting with fun and excitement and offer the latest and greatest range of toys, video games, outdoor, baby, and pre-school products. We pride ourselves on offering the most competitive prices on the best possible selection of products and stock everything from dolls and action figures to baby products, video games and playsets. 

As the fastest growing toy retailer in the UK, we recognise the importance of putting our customers first and aim to achieve this through offering the best service at the best possible prices, all served through our unique brand of fun. We know that the best way to deliver this service is through the strength of our staff and we are constantly on the lookout for new members to join our team.

In 2018 we acquired Toys R Us in Germany, Austria and Switzerland, adding a further 90 stores across central European. This brings our total number of stores across Ireland, the UK and Europe to over 200. There’s never been a better or more exciting time to join Smyths Toys.

We have a number of exciting job opportunities available which represent an excellent opportunity to join a highly successful and dynamic organisation with significant growth plans. Areas in which we recruit include Marketing, Buying, Logistics, IT, Customer Service, Accounting and Payroll functions, and Store Managers and Sales Assistants.

There is promotional potential in all roles and we are seeking employees who are passionate, have the ability to work hard and have a strong desire to understand how the retail business works.

Section iconCompany Overview

NAICS Code
44-45 - Retail Trade
Founded
1987
Employees
1001-5000

Section iconFunding & Financials

  • $50M$100M

    Smyths Toys Superstores's revenue is estimated to be in the range of $50M$100M

Section iconFunding & Financials

  • $50M$100M

    Smyths Toys Superstores's revenue is estimated to be in the range of $50M$100M

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