Toys R Us has teamed up with consumer goods specialist JML to sell products aimed at mothers.

The ‘Something for Mums’ venture features in-store screens demonstrating the products, such as bras and nail wraps, which will be sold in store. The concept will be tried out in six stores from early September.

JML chief executive Ken Daly said: “It’s usually mums who make the purchasing decision at Toys R Us, so our product range is focused on them and their needs. It seems a very natural marriage of two markets and we look forward to future opportunities together.”

The Toys R Us stores which will test the idea are Bristol, Derby, Leeds, Metro Centre, Gateshead, Reading and Swindon.

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