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

Smyths Toys is shaping its expansion strategy by opening stores in continental Europe. The Netherlands was chosen as starting point because of the good command of the English language and the smooth transportation of goods via the port of Rotterdam. Locations at the city brim or city center are preferred. These 30 stores will lead to approximately 600 extra jobs in the country. After a successful expansion to the Netherlands, Smyths Toys will expand further to other countries.

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