WHSmith is to expand its Toys R Us shop-in-shops to 30 more stores by the end of its financial year in August.

The rollout follows the opening of nine Toys R Us concessions last year, which WHSmith said had performed well, according to Retail Week.

The exact locations of the new shop-in-shops has not yet been disclosed.

The first Toys R Us concession opened in June last year at WHSmith’s Monks Cross Retail Park store in York and marked the toy retailer’s return to the high street after a five year absence following its administration.

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The concessions stock a wide range of popular toy brands including Barbie, Fisher Price, Lego, Marvel, and Peppa Pig.

WHSmith unveiled this morning that its first half profits had edged up by £1m to £46m. However, earnings from its high street arm dipped from £24m to £22m.

The Toys R Us expansion fits into the general merchandise retailer’s strategy of maximising the returns from store space.

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