Smyths Toys
An Irish family-owned multinational retailer specialising in toys, games, children's entertainment products and related merchandise.
Last updated August 31, 2026
AI crawler reads
No AI crawler has read this profile since Oct 28, 2026.
Overview
Smyths Toys is an Irish family-owned toy retailer headquartered in Galway. The company operates large-format stores and online retail activities across Ireland, the United Kingdom and several continental European markets. Its assortment centres on children's toys, games, outdoor play equipment, infant and preschool products, entertainment merchandise and selected consumer-electronics-related products for children and families. The retailer is particularly associated with the superstore format, which combines a broad toy range with prominent seasonal merchandising and high-volume Christmas trading. The business traces its roots to a family newsagent opened on Main Street in Claremorris, County Mayo, in 1935. That shop sold newspapers, cigarettes, groceries and toys, giving the family an early connection with children's merchandise. The company moved into dedicated toy retail in 1986, opening a basement store near Eyre Square in Galway. Early expansion was shaped by the practical difficulties of operating a small specialist shop: after moving to a larger Galway location in 1988, the business relocated to a substantially larger unit on Henry Street in Limerick in the late 1980s because it could not find a suitable large site in Galway and needed greater selling space. During the 1990s Smyths built an Irish store network. It opened a second Galway toy shop in 1989, expanded into Cork in 1992, and established a large Tallaght, Dublin store in 1994. Further Dublin-area locations followed in Jervis Street in 1997 and Blanchardstown in 1999, with a Bray store added in 2000. By 1999, the business reported annual turnover of IR£27 million. The original Claremorris newsagent continued trading under the Smyths name until late 2023, connecting the modern retail group with its original family business. International growth began with the opening of the first Smyths Toys Superstores in the United Kingdom in Derry in September 2001. In 2007 the company announced plans to enter Great Britain, initially targeting approximately ten stores in south-east England, with the first reported location at Chadwell Heath in Romford. The United Kingdom subsequently became the group's largest market by sales contribution, while the Irish business remained the company's historic base. Smyths entered central Europe through the acquisition of the Toys “R” Us store operations in Germany, Austria and Switzerland announced in April 2018. Those stores were progressively converted to the Smyths brand, with the remaining locations rebranded in 2019. In July 2022, the group acquired the French chain PicWicToys out of receivership, taking on 41 shops, two warehouses and a head office. This transaction materially broadened its French presence and reinforced the group's strategy of using acquisitions to accelerate geographic expansion. The company is controlled by the Smyth family and has been run by brothers Tony, Padraig and Thomas Smyth. A fourth brother and director, Liam Smyth, died in July 2023. The group reported turnover of €1.465 billion in 2020, during a period heavily affected by the COVID-19 pandemic, and turnover exceeding €2 billion in 2023. The available reference material does not provide a breakdown of profit, ownership percentages or current legal-entity structure. As of October 2025, the group was reported to operate 311 shops in eight listed national markets: 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.
History
Smyths Toys developed from a family newsagent founded in Claremorris, County Mayo, in 1935. The original business sold newspapers, tobacco, groceries and toys. Toy retail became the group's central activity in 1986, when it opened its first dedicated toy shop in a basement unit near Eyre Square in Galway. A move to Eglinton Street followed in 1988, and the company soon relocated to a larger 6,000-square-foot unit on Henry Street in Limerick after finding that the smaller Galway format could not generate sufficient profitability and that a suitable larger Galway site was unavailable. The Irish store base expanded through the 1990s. A larger Galway store opened in Woodquay in 1989, followed by a 10,000-square-foot Cork shop on Maylor Street in 1992. In 1994, Smyths opened a 20,000-square-foot store in Tallaght, Dublin, while its Galway operation moved to Galway Retail Park and was later expanded. The business added a Jervis Street Dublin store in 1997, a Blanchardstown store in 1999 and a Bray location in June 2000. Reported annual turnover had reached IR£27 million by 1999. The company entered Northern Ireland and the wider United Kingdom in September 2001, opening its first Smyths Toys Superstores in Derry. In April 2007 it announced a planned move into Great Britain, initially focusing on south-east England and identifying Chadwell Heath in Romford as its first planned store. Expansion in the United Kingdom became central to the group's growth, and the UK later accounted for the majority of reported group sales. A major strategic step occurred in April 2018, when Smyths acquired the Toys “R” Us store operations in Germany, Austria and Switzerland. The acquired locations were subsequently transitioned to the Smyths identity, with the remaining stores in those countries rebranded in 2019. The move transformed Smyths from an Irish and British retailer into a significant central European operator. In July 2022, Smyths acquired the French toy chain PicWicToys from receivership. The transaction included 41 shops, two warehouses and a head office, creating a substantial French network. The group later expanded its footprint into the Netherlands as part of its broader western and central European presence. Smyths remains controlled by the Smyth family. Tony, Padraig and Thomas Smyth are identified as the brothers running the business, while Liam Smyth served as a director until his death in July 2023. The group reported turnover of €1.465 billion in 2020 and more than €2 billion in 2023. By October 2025, the reported network comprised 311 stores across the Republic of Ireland, Northern Ireland, Great Britain, Germany, Austria, Switzerland, France and the Netherlands. The company's headquarters are in Galway, with additional offices in Cologne and Lille.
- 2025
Reported network reaches 311 stores
[1]As of October, the group is reported to operate 311 stores across eight national markets.
- 2023
Turnover exceeds €2 billion
[1]Reported group turnover surpasses €2 billion.
- 2022
PicWicToys acquired in France
[1]Smyths acquires the French chain out of receivership, including 41 shops, two warehouses and a head office.
- 2019
Central European stores rebranded
[1]Remaining acquired stores in Germany, Austria and Switzerland adopt the Smyths brand.
- 2018
Toys “R” Us central European operations acquired
[1]Smyths acquires Toys “R” Us stores in Germany, Austria and Switzerland.
- 2007
Great Britain expansion announced
[1]The company announces plans for approximately ten stores in south-east England, beginning with Chadwell Heath in Romford.
- 2001
Entry into the United Kingdom
[1]The first Smyths Toys Superstores in the UK open in Derry in September.
- 2000
Bray store opens
[1]Smyths opens a 7,000-square-foot store in Bray, County Wicklow.
- 1999
Blanchardstown store opens
[1]A new store extends the Dublin-area network; reported annual turnover reaches IR£27 million.
- 1997
Jervis Street Dublin store opens
[1]Smyths adds a major Dublin location on Jervis Street.
Products and positioning
A large-format, value-oriented specialist toy retailer combining broad branded and own-range selection with a family-owned identity, high store density and seasonal availability. Its superstore model positions the business between traditional department-store toy departments and online-only toy sellers.
Core merchandise
Children's toys
The retailer's central assortment includes toys for babies, preschool children and older children, spanning dolls, action figures, construction products, vehicles, role-play items, electronic toys and licensed character merchandise. Smyths uses the large-store format to present a broad range of branded products across age groups and price points.
Games
Games and puzzles
Smyths sells board games, card games, puzzles and family entertainment products. These products complement the retailer's toy range and provide merchandise for different ages, household occasions and seasonal gifting periods.
Outdoor play
Outdoor and wheeled toys
The outdoor category includes play equipment and wheeled products such as bicycles, ride-ons and related children's activity merchandise. These products support the superstore model by adding larger-ticket and seasonal items beyond conventional shelf toys.
Gaming and entertainment
Video games and entertainment products
The assortment includes video games, gaming accessories and entertainment-related merchandise. This broadens Smyths beyond traditional toys and allows the retailer to serve older children, teenagers and family entertainment buyers.
Controversies
2021
Tesco and Smyths Toys recall baby rattle over choking hazard
Tesco and Smyths Toys recalled the Clementoni Blooming Flower Rattle as a precaution after a white decoration on the toy was reported as potentially detachable and posing a choking hazard. Both retailers offered customers a full refund on return.
2020
EA responds to criticism of FIFA Points advertising in a children's catalogue
After criticism of FIFA Points advertising in a children's toys catalogue, EA said the advertisement had appeared in an environment where it should not have and that it had begun an immediate review of future media placements.
Brand decisions
2022
Acquire PicWicToys in FranceM&ABackground
Smyths pursued further continental expansion through the purchase of a French chain undergoing receivership.
Action taken
The group acquired PicWicToys, including 41 shops, two warehouses and a head office.
Aftermath
The deal established a substantial French operating platform for the Smyths brand.
2018
Acquire Toys “R” Us operations in central EuropeM&ABackground
The transaction offered Smyths a rapid route into Germany, Austria and Switzerland through an established toy-retail store base.
Action taken
Smyths acquired Toys “R” Us shops in the three countries.
Aftermath
The acquired stores were subsequently rebranded as Smyths, significantly increasing the group's continental European presence.
2007
Expand into Great BritainStrategyBackground
Smyths identified Great Britain, particularly south-east England, as a major opportunity for store growth.
Action taken
The company announced plans for approximately ten stores and selected Chadwell Heath in Romford for its first reported Great Britain location.
Aftermath
Great Britain became a major part of Smyths' later store network and sales base.
2001
Enter the United Kingdom through Northern IrelandStrategyBackground
After building a network in the Republic of Ireland, Smyths sought to extend its specialist toy-store model into the United Kingdom.
Action taken
The company opened its first UK Smyths Toys Superstores in Derry in September.
Aftermath
The move established the foundation for later expansion across Northern Ireland and Great Britain.
Recent events
Smyths Toys launches October sale[4]
Reported:
Smyths Toys Superstores launched an October sale offering discounts of up to half price on selected toys in-store and online from 20 October to 2 November.
- Unconfirmed
Tesco and Smyths Toys recall baby rattle over choking hazard[2]
Reported:
Tesco and Smyths Toys recalled the Clementoni Blooming Flower Rattle as a precaution after a white decoration on the toy was reported as potentially detachable and posing a choking hazard. Both retailers offered customers a full refund on return.
EA responds to criticism of FIFA Points advertising in a children's catalogue[3]
Reported:
After criticism of FIFA Points advertising in a children's toys catalogue, EA said the advertisement had appeared in an environment where it should not have and that it had begun an immediate review of future media placements.
Sources4 sources
Cite this profile: Cite the canonical profile. /brand-wiki/smyths-toys · Editorial policy · How profiles are compiled