Toys R Us partners with Ebay Australia

The partnership puts Toys R Us in front of Ebay Aus’s 11m monthly visitors and builds on last month’s agreement with Aussie retailer Hobby Warehouse

Written by Rhys Thomas

Posted 01.07.2019 | Retail

Toys R Us partners with Ebay Australia thumbnail

Toys R Us has launched on Ebay in Australia, adding more than 4,000 toys to the online marketplace.

The move will give Toys R Us an instant online presence in the region, allowing it to tap into Ebay’s 11 million unique monthly visitors.

 “This partnership is a natural evolution and we’re proud to help Australian retailers by making it easier for shoppers to access their favourite brands,” says Kristian Haigh, Ebay’s Senior Director of B2C Advertising and Commercial Partnerships.

“Toys ‘R’ Us is an icon known and loved by Aussies of all ages, so we’re thrilled to welcome the retailer to eBay as it builds its online offering.”

The agreement forms part of a larger plan by Tru Kids, the owners of the Toys R Us brand, to revive the toy retail giant Down Under after being forced to close all 44 of its stores in the country last year.


In June it announced a 30-year licensing deal with Aussie retailer Hobby Warehouse, which will operate Toys R Us on its own online marketplace and plans to begin opening bricks and mortar locations – described as ‘experience centres’ – in the next year or two. Hobby Warehouse and Ebay also share a partnership.

Hobby Warehouse Chief Executive and Toys ‘R’ Us Australia Director, Louis Mittoni, says: “Our mission is to encourage children to engage with as many forms of play as we possibly can. Hobby Warehouse is a digital native with a keen understanding of how to accelerate and match the requirements of the modern shopper.”

Before its collapse in 2018, Toys R Us was Australia’s biggest toy shop, holding around a 20 per cent share of the market.

Speaking to The Australian Financial Times, Louis expects to recoup much of those sales by doubling and tripling sales “over the next few years”.

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