Flipkart, Ace Turtle to launch Toys“r”us via JV in India

E-commerce firm Flipkart Group and Ace Turtle, an omnichannel enablement platform, on Tuesday said a joint venture (JV) company between them has secured licensing rights for toy and baby brands Toys“r”us (TRU) and Babies“r”us (BRU) in India.

Both the brands will be available to consumers online through sellers in India following the setting up of the JV, which has been done through an arrangement with WHP Global, the controlling shareholder of Toys“r”us.

Flipkart said it will utilize its reach and expertise in technology and customer experiences, coupled with Ace Turtle’s omnichannel technology enabling buy online and ship from store, pick up from store, endlessaisle, and other technological innovations.

The collective expertise of Flipkart and Ace Turtle establishes them as the partner of choice for the business growth of Toys“r”us in India, the companies said.

The launch will strengthen the brand presence and business of Toys“r”us and contribute to the growing toy sector. In the last few years, the selection of products under the toys and games category on Flipkart has grown significantly.

“As a homegrown platform, we are constantly striving to build meaningful partnerships centred around the needs of our users. With the Toys“r”us global standard of quality, Indian consumers will now have access to many toys and babycare products. This partnership will see both firms bringing the best of their domain knowledge and expertise to innovate and provide customer-centric products that have value and quality at the core. In addition, we believe this partnership will encourage efforts to grow the toy manufacturing industry in India,” said Kalyan Krishnamurthy, chief executive officer, Flipkart.

“Flipkart Group, Ace Turtle, and the world’s leading toy brand, Toys“r”us, are coming together to deliver a futureready experience across online to offline. It is a win-win for Indian consumers,” said Nitin Chhabra, CEO, Ace Turtle.