{{Short description|Irish multinational toy shop chain}} {{Use dmy dates|date=June 2019}} {{Infobox company | name = Smyths Toys Superstores | logo = Smyths logo.svg | logo_caption = The current logo, in use since 2006 | image = Smyths Toys superstore, Leckwith, Cardiff - geograph.org.uk - 5541225.jpg | image_caption = A Smyths Toys shop in Cardiff | type = Private | predecessor = | foundation = {{start date and age|1986|12|23|df=yes}}<br>Claremorris, County Mayo, Ireland | founders = {{plainlist| * Tony Smyth * Padraig Smyth *Liam Smyth * Thomas "Charles" Smyth }} | owner = Smyth family <ref>{{cite news|url=https://www.irishtimes.com/business/meet-the-smyths-the-mayo-family-turning-toy-retailing-into-child-s-play-1.2898022|title=Meet the Smyths, the Mayo family turning toy retailing into child's play|newspaper=The Irish Times |publisher=}}</ref> | num_locations = 311 shops<ref>{{cite news |title=Revenues at Smyths Toys UK arm increase to record £953.5m |url=https://www.rte.ie/news/business/2025/1006/1537045-smyths-toys-uk-ltd-results/ |access-date=6 October 2025 |work=RTÉ News |date=6 October 2025 |language=en}}</ref> | revenue = €2.49 billion<ref>{{cite news |last1=Deegan |first1=Gordon |title=Revenues at Smyths toys hit record €2.49bn |url=https://www.irishtimes.com/business/2024/11/26/revenues-at-smyths-toys-hit-record-249bn |access-date=27 November 2024 |newspaper=The Irish Times |date=26 November 2024 |language=en}}</ref> | revenue_year = 2023 | num_employees = 7,985<ref>{{cite news |last1=Deegan |first1=Gordon |title=Revenues at Smyths toys hit record €2.49bn |url=https://www.irishtimes.com/business/2024/11/26/revenues-at-smyths-toys-hit-record-249bn |access-date=27 November 2024 |newspaper=The Irish Times |date=26 November 2024 |language=en}}</ref> | hq_location_city = Galway | hq_location_country = Ireland | area_served = {{plainlist| * Europe }} | industry = Toys | products = Toys<br>Video games | homepage = {{URL|smythstoys.com}} }} '''Smyths Toys''' is an Irish multinational toy retailer specialising in children's toys, games and entertainment products with over 300 shops throughout western and central Europe. The business is owned by the Smyth family.<ref>{{cite web |last1=Kehoe |first1=Ian |title=The march of Smyths Toys: Rewinding the week that was |url=https://thecurrency.news/articles/134263/the-march-of-smyths-toys-rtes-new-strategy-and-manufacturing-a-problem-rewinding-the-week-that-was/ |website=The Currency |access-date=21 December 2023 |date=19 November 2023}}</ref>
The company is headquartered in Galway, with other offices in Cologne and Lille.
The group's turnover reached €1.465 billion in pandemic-hit 2020 with the majority of sales coming from the UK market while in 2023 the group turnover exceeded €2 billion.<ref>{{cite news |title=Toy giant Smyths sees group turnover hit €1.46bn |url=https://www.irishtimes.com/business/retail-and-services/toy-giant-smyths-sees-group-turnover-hit-1-46bn-1.4761077 |newspaper=The Irish Times |access-date=31 October 2022 |language=en}}</ref>
==History== Smyths Toys started out as a family newsagent on Main Street, Claremorris, County Mayo in 1935.<ref>{{cite web | title=Beloved Irish shop closing after 90 years as international legacy celebrated | date=17 October 2023 | url=https://www.galwaybeo.ie/news/ireland-news/beloved-irish-shop-closing-after-8837444 }}</ref><ref>{{Cite web|url=http://www.solocheck.ie/Irish-Company/Smyths-Toys-Unlimited-Company-119138|title=Smyths Toys Unlimited Company {{!}} Irish Legal & Business Services Company & Director Check|last=|first=|date=|website=Solocheck|language=en-IE|archive-url=|archive-date=|access-date=6 June 2017}}</ref> The newsagent's shop sold newspapers, cigarettes, groceries and toys.<ref>{{cite news |last1=Healy |first1=Anne |title=Success of Galway-based toy shop chain shows family business is no child's play |work=The Irish Times |issue=45936 |date=6 December 2000}}</ref>
The business opened its first dedicated toy shop in 1986, in a basement unit off Eyre Square in Galway, when their main competitors in children's toy retailing were Dunnes Stores, Quinnsworth and Roches Stores. In 1988, it moved to a slightly larger unit on Eglinton Street in Galway. Finding it difficult to make a profit from a small unit, and being unable to find a suitable larger shop in Galway, the business moved to a 6,000 square-foot unit on Henry Street, Limerick in the late 1980s.<ref>{{cite news |last1=Healy |first1=Anne |title=Success of Galway-based toy shop chain shows family business is no child's play |work=The Irish Times |issue=45936 |date=6 December 2000}}</ref>
In 1989, the business opened a second dedicated toy shop, in Woodquay in Galway, in a larger unit than its previous one on Eglinton Street. In 1992, it opened a 10,000 square-foot shop on Maylor Street, Cork. In 1994, it opened a 20,000 square-foot shop in Tallaght, Dublin and moved its Galway shop to a 7,000 square-foot unit in Galway Retail Park, which was later expanded to 14,000 square feet. It opened a large shop on Jervis Street, Dublin in 1997 and in Blanchardstown, Dublin in 1999, and a 7,000 square-foot shop in Bray, Co. Wicklow in June 2000.<ref>{{cite news |last1=Healy |first1=Anne |title=Success of Galway-based toy shop chain shows family business is no child's play |work=The Irish Times |issue=45936 |date=6 December 2000}}</ref>
By 1999, the business had an annual turnover of IR£27 million.<ref>{{cite news |last1=Healy |first1=Anne |title=Success of Galway-based toy shop chain shows family business is no child's play |work=The Irish Times |issue=45936 |date=6 December 2000}}</ref>
The original newsagent's shop in Claremorris remained in business under the Smyth's brand until late 2023.<ref>{{cite web | title=Beloved Irish shop closing after 90 years as international legacy celebrated | date=17 October 2023 | url=https://www.galwaybeo.ie/news/ireland-news/beloved-irish-shop-closing-after-8837444 }}</ref>
The company is run by three brothers, Tony, Padraig and Thomas. A fourth brother and director, Liam, died in July 2023.<ref>{{Cite news |title=Liam Smyth obituary: Founder of Smyths Toys and proud Mayo man |url=https://www.irishtimes.com/obituaries/2023/08/05/liam-smyth-obituary-founder-of-smyths-toys-and-proud-mayo-man/ |access-date=2023-12-31 |newspaper=The Irish Times |language=en}}</ref> Smyths is the UK and Ireland's largest toy retailer.<ref name="Echo">"[http://www.echo-news.co.uk/news/3609262.Toy_maga_store_for_Rayleigh_Weir/ Toy mega store for Rayleigh Weir]", ''Essex Echo'', 13 September 2008</ref>
===Expansion to the United Kingdom=== The first Smyths Toys Superstores in the UK opened in September 2001 in Derry, Northern Ireland.
On 21 April 2007 it was announced Smyths Toys Superstores had plans to expand into Great Britain. Seeking to open about 10 superstores in the South East of England in the coming months. A Smyths Toys spokesman confirmed that the company would open open its first store at Chadwell Heath, in Romford in July 2007.<ref>{{Cite web |date=2007-04-21 |title=Smyths toys with a plan for expansion into UK |url=https://www.independent.ie/business/irish/smyths-toys-with-a-plan-for-expansion-into-uk/26287148.html |access-date=2026-05-01 |website=Irish Independent |language=en}}</ref>
===Expansion to central Europe=== On 24 April 2018, Smyths Toys Superstores acquired Toys "R" Us shops in Germany, Austria, and Switzerland.<ref>{{cite news|url=https://www.irishtimes.com/business/retail-and-services/smyths-toys-to-buy-toys-r-us-in-germany-austria-and-switzerland-1.3469969|title=Smyths Toys to buy Toys R Us in Germany, Austria and Switzerland|newspaper=Irish Times|date=21 April 2018|access-date=23 April 2018}}</ref> In 2019, all the remaining shops in those countries were rebranded to Smyths.<ref>{{Cite web|url=https://www.stonewars.de/news/toysrus-wird-zu-smyths-toys/|title=ToysRUs wird zu Smyth Toys: Die ersten Filialen tragen neue Namen|last=Kurth|first=Luke|date=12 January 2019|website=Stone Wars|language=de-DE|archive-url=|archive-date=|access-date=27 June 2019}}</ref>
In July 2022, Smyths Toys Superstores acquired French toy chain {{ill|PicWicToys|fr}} in France out of receivership, taking over 41 shops, 2 warehouses and a head office.<ref>{{cite web | url=https://toyworldmag.co.uk/breaking-news-smyths-toys-acquires-picwic-toys/ | title=Smyths Toys acquires PicWic Toys | date=6 July 2022 }}</ref><ref>{{cite web |title=Smyths acquires PicWic Toys as it expands into France |url=https://www.independent.ie/business/irish/smyths-acquires-picwic-toys-as-it-expands-into-france-41841101.html |website=independent |date=15 July 2022 |access-date=17 November 2022 |language=en}}</ref>
==Shops and subsidiaries== {| class="wikitable sortable floatright" style="display: inline-table" |+Smyths shops by country |- ! Country ! Number<br />of shops |- |Republic of Ireland |21 |- |Northern Ireland |7 |- |Great Britain |124 |- |Germany |76 |- |France |52 |- |Austria |16 |- |Switzerland |11 |- | Netherlands | 7 |- class="sortbottom" | '''Total''' | '''311''' |} As of October 2025, Smyths Toys Superstores operates 311 shops across 7 countries: 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.<ref>{{Cite web|url=https://www.independent.ie/business/irish/smyths-toys-uk-sales-top-halfbillion-mark-for-first-time-37322480.html|title=Smyths Toys' UK sales top half-billion mark for first time|last=Deegan|first=Gordon|date=17 September 2018|website=Irish Independent|language=en-IE|archive-url=|archive-date=|access-date=27 June 2019}}</ref><ref>{{Cite web|url=https://beta.companieshouse.gov.uk/company/06051517|title=SMYTHS TOYS UK LIMITED - Overview|last=|first=|date=|website=Companies House|language=en-GB|archive-url=|archive-date=|access-date=27 June 2019}}</ref><ref>{{Cite web |last=Anita |date=2023-01-19 |title=Breaking News: Smyths confirms store expansion in The Netherlands |url=https://toyworldmag.co.uk/breaking-news-smyths-confirms-store-expansion-in-the-netherlands/ |access-date=2024-11-11 |website=Toy World Magazine {{!}} The business magazine with a passion for toys |language=en-GB}}</ref><ref>{{cite news |title=Revenues at Smyths Toys UK arm increase to record £953.5m |url=https://www.rte.ie/news/business/2025/1006/1537045-smyths-toys-uk-ltd-results/ |access-date=6 October 2025 |work=RTÉ News |date=6 October 2025 |language=en}}</ref>
==References== {{Reflist}}
{{Video game retailers}}
Category:Retail companies established in 1986 Category:Retail companies of Ireland Category:Retail companies of Europe Category:Irish companies established in 1986 Category:Galway (city) Category:Toy retailers of the United Kingdom Category:Privately held companies of Ireland Category:Toy retailers of Ireland Category:Superstores Category:Video game retailers in the United Kingdom