Indian major Flipkart gets join venture licensing for Toys ‘R’ Us


Indian eCommerce giant Flipkart Group’s wholesale entity and Ace Turtle, an omnichannel enablement platform, are in talks to begin a joint venture with the American toy and baby brands Toys“R”Us and Babies“R” Us in the country.

On Tuesday, June 8, the company said in a statement that the joint venture will be set up by them and has secured licensing rights for both the American brands.

This has been done through an arrangement with WHP Global, the controlling shareholder of Toys“R”Us. With this, both the brands will now be available to consumers online through sellers in India.

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 or pick up from store, endless-aisle, and other technological innovations.

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

In the last few years, the selection of products under the toys and games category on Flipkart has grown significantly. In 2020, the marketplace recorded growth of close to 100%, with consumers shopping online for their toys and baby care needs as they stayed indoors.

“As a homegrown platform, we are constantly striving to build meaningful partnerships that are centered 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 baby care products,” said Kalyan Krishnamurthy, CEO, Flipkart Group.

“This partnership with Ace Turtle and WHP Global will see both firms bringing the best of their domain knowledge and expertise to innovate and provide customer-centric product selections 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,” he added.