Flipkart & Ace Turtle to partner with WHP Global


Flipkart Group’s wholesale establishment in India and Ace Turtle which is India’s leading omnichannel enablement platform declared that a joint venture company set up by them has got licensing rights for Babies“R”Us (BRU) and Toys“R”Us (TRU) in India through a strategic system with WHP Global, the controlling shareholder of Toys“R”Us. With this arrangement, the world’s most trusted and loved toy and baby brands, Babies“R”Us Toys“R”Us, will now be available to customers online through Indian sellers.

Flipkart will make use of its expertise and unmatched reach in technology and customer experiences doubled with Ace Turtle’s omnichannel technology enabling buy-online and ship from pick/store up from store, endless-aisle, and other technological changes. The collective proficiency of Flipkart and Ace Turtle shows them as the partner of option for Toys“R”Us’s business growth in India. This launch strengthens Toys“R”Us’s brand presence and business and also contributes to India’s growing toy sector.

Over the past few years, the selection of products under the Toys and Games category on Flipkart has grown largely. In 2020, the platform recorded a growth of close to 100%, with customers shopping online for their baby care and toy needs as they continue to stay indoors. 

Commenting on this partnership, Kalyan Krishnamurthy, Chief Executive Officer, Flipkart Group, said, “As a homegrown platform, we are continuously trying to build a meaningful partnership that is focused around the needs of users. We are focused on making sure that our users across India have access to a different range of quality products made available by sellers and brands on our platform. With the Toys“R”Us global standard of quality, Indian customers will now have access to many babycare products and toys. This partnership with WHP Global and Ace Turtle will see both firms bringing the best of their knowledge and expertise to innovate and provide customer-centric product choices that have quality and value at the core. In addition, we believe this partnership will inspire efforts to grow the toy manufacturing industry in India.” 

Speaking about the partnership, Nitin Chhabra, CEO, Ace Turtle, said, “Toys“R”Us is the globally leading toy brand and has been bringing joy to millions of kids across the world. Something which the Indian customers need right now. The world’s leading toy brand, Toys“R”Us and the Flipkart group, India’s leading omnichannel enablement – Ace Turtle are coming together to deliver future-ready customer experience across online to offline. It’s a win-win for consumers in India.” 

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