First Belgian Smyths Toys location announced

News that Irish toy giant Smyths Toys was planning to enter the Belgian market broke earlier this year. Now, the first specific location has been revealed, although the company itself has not yet made an official announcement.

Aggressive pricing

“Soon,” Smyths Toys will open a store in the City Nord retail park in Gosselies, near Charleroi, according to an announcement on the shopping center’s website. An opening date has not yet been announced. This will likely be the Irish chain’s first Belgian store; earlier this year, the company quietly established a Belgian subsidiary and, while it has not yet disclosed specific details about its expansion plans, it has already launched a basic Belgian website and a Facebook page.

Smyths Toys is one of the largest toy retailers in Europe, with a strong presence in the United Kingdom and Ireland, as well as in Germany, France, Austria, Switzerland, and, since 2023, the Netherlands, where the chain now has eight stores. The retailer is known for its large “superstores” offering a very wide selection at aggressive prices. The arrival of Smyths Toys in Belgium means additional competition for DreamLand, which recently published excellent financial results.