Shoprite is considering a standalone Checkers toy store chain that could put South Africa’s biggest food retailer in more direct competition with Toys “R” Us and Toy Kingdom in a market valued at about R10 billion($606.54 million).

The proposed expansion would give the group another way to reach households beyond groceries, building on its growing portfolio of specialist retail formats.

The company has not committed to launching the stores, but the concept would extend a strategy that has already produced new businesses in clothing and outdoor retail.

A dedicated toy chain would also give Shoprite another opportunity to capture festive-season spending, when demand for branded toys rises and its existing Checkers stores already compete for family purchases.

South Africa’s toy market, including video games and digital media, could be worth as much as R20 billion($1.21 billion).

Shoprite tests another retail format

The retailer confirmed that a standalone toy store brand was among several opportunities under evaluation, but said no decision had been made. A source within the company indicated that the group had been considering a launch before the end of 2026.

The proposed stores would operate under the Checkers banner and focus on popular toy brands, with Lego identified as a potential starting point because of its extensive product range and ability to attract shoppers.

The idea follows Shoprite’s expansion into specialist retail through businesses such as Uniq Clothing and Checkers Outdoor.

Uniq, launched in 2023, recently opened its 50th South African store in Cape Town, with Shoprite attributing its growth to demand for affordable, quality clothing.

Shoprite’s 2026 financial-year results also point to the importance of these adjacent businesses.

Revenue from the segment increased by about 7.5%, while sales rose by 57.4% as the group expanded its presence across these operations.

A $606.5 million toy market

Shoprite is not entering the toy business without an existing customer base. Checkers already sells toys through its stores and online channels, while its Sixty60 delivery service has become another route for reaching shoppers seeking convenience.

In December 2025, Andy Ridge, Checkers’ general manager for digital commerce, said customers were increasingly using Sixty60 to buy festive toys, prioritising speed, convenience and competitive prices.

Checkers had to increase toy inventory significantly to meet demand. Its hypermarkets carried as many as 2,000 toy lines, including international brands, local favourites and Lego shop-in-shop concepts.

The retailer has also partnered with Lego to establish dedicated branded sections inside selected Checkers Hyper stores, providing a potential foundation for a larger specialist retail format.

Pressure on established toy retailers

A standalone chain would put Shoprite in more direct competition with Toys “R” Us and Toy Kingdom, established players in South Africa’s toy market.

Its existing store network and Sixty60 delivery infrastructure could offer an advantage in customer reach and fulfillment if the plan proceeds.

The move would also broaden Shoprite’s revenue sources beyond food retail, giving the group another category in which to grow sales as food-price pressures affect household spending.

For now, the proposal remains under consideration. Whether Shoprite turns its toy retail ambitions into a new chain will depend on a decision the company has yet to make.