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Strategic alliances that are agreements between two or more brands.
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These collaborations lead them to the execution of projects and insertion in new markets.
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Toys’R’Us reports that it has increased its presence by 50 percent during 2022.
The Mexican market continues to be one of the most striking for various brands, which is why having stores or a presence in the country has become a great step. This Wednesday it was announced that the iconic American toy store Toys’R’Us will arrive in Mexico, after a new alliance with Liverpool.
Unions between brands continue to emerge in all industries, with this we define it as strategic alliances that are agreements between two or more brands to work together. In these alliances, companies or organizations come together to merge their identities in the same initiative.
Specialists maintain that alliances only work as strategic when those involved share objectives, which leads them to carry out projects and enter new markets.
Toys’R’Us will arrive in Mexico
This Wednesday it was announced that WHP Global, the conglomerate that owns Toys”R”Us, and El Puerto de Liverpool, the department store company, created an alliance to bring the famous toy stores to the Mexican market.
According to a press release, this new agreement will bring Toys”R”Us closer to “Mexican families” through independent boutiques of the brand and its own e-commerce platform.
This arrival represents an important milestone in the global expansion of the American toy store, which according to its reports has experienced significant growth since it was acquired by the WHP Global group in 2021, having doubled its presence by 50 percent during 2022 thanks to its rollout in the United States through Macy’s stores, as well as its recent launch in India, the United Kingdom and Australia.
All this new strategy is added to the launch of its e-commerce platform and the opening of the first Toys”R”Us boutique in Mexico, planned for the last quarter of 2023.
“We are very proud to partner with WHP Global to bring the iconic Toys”R”Us to Mexico. At El Puerto de Liverpool we always seek to bring the best brands and products closer to Mexican families and we are sure that this new association will add value to them through new spaces and the best options and trends in toys”, said Charles Johnson, General Director of Liverpool International and Boutiques in El Puerto de Liverpool.
this is the alliance
According to what was shared by both brands in a press release, the agreement between WHP Global and El Puerto de Liverpool contemplates the opening of multiple boutiques of Toys”R”Us in strategic locations of the Mexican Republic.
In that sense, it is estimated that Toys”R”Us boutiques will offer a wide variety of games and toys from the best brands, including exclusive Toys”R”Us own brands.
“We are very excited to arrive in Mexico with Toys”R”Us, together with a great partner like El Puerto de Liverpool, one of the largest and most dynamic omnichannel retailers in the world”, said Stanley Silverstein, Commercial Director of WHP. Global.
This new brand on a Mexican floor joins other foreigners that are betting on this market to move their operations, such as the arrival of the international food and beverage corporation of Venezuelan origin “Empresas Polar”, which announced the start of its operations commercial in our country under the name Alimentos Polar México, which will offer the market a wide portfolio of excellent quality products and recognized international trajectory.
And this is how globalization has been a key point to take brands and companies to other places where they can generate a large community of consumers and especially customer loyalty.
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