First Belgian Smyths Toys opens its doors

On Thursday afternoon, Irish toy giant Smyths Toys opened its first Belgian store at the City Nord retail park in Gosselies. This is set to intensify competition in the toy market.

A rival for DreamLand

Smyths Toys’ Belgian operations are managed by the Irish retailer’s French division, which also operates in the UK, Germany, Austria, Switzerland, and the Netherlands. The opening had been announced some time ago, following the launch of the Belgian online store. The retailer has experienced strong growth on the continent in recent years following the acquisition of the former Toys “R” Us stores in German-speaking countries in 2018 and the acquisition of the French chain PicWicToys in 2022.

Smyths Toys is known for its large “superstores” that sell an extensive assortment of toys at competitive prices. The newcomer means extra competition for the Belgian market leader DreamLand, which was just awarded the Mercurius Prize by the Comeos trade federation following a successful rebranding and expansion into the Netherlands. The main difference, however, is that DreamLand places a strong emphasis on inspiration and the shopping experience, while Smyths Toys’ stores are designed more like sleek warehouses.