Smyths Toys is a family business and was founded by four brothers in 1986 in Galway. The company sells toys for all ages and has 30 stores in Ireland and 80 stores in the United Kingdom. The toys company sponsors the well-known Irish television program The Late Late Night Show that gives a part of their revenue to charity.

Smyths Toys executes their expansion strategy by opening stores on continental Europe. The company has chosen to start in the Netherlands due to good command of English language and the easy supply via the port of Rotterdam. The new stores are preferably located on the outskirts of the city or in the city center. The opening of 30 stores yields approximately 600 jobs.

After a successful expansion to the Netherlands, Smyths Toys will expand to other countries.

Real estate advisor Colliers International advises Smyths Toys on this expansion.