A BELOVED children’s toy shop could be coming to Colchester for the first time ever as part of the brand's continued revival. 

WH Smith is hoping to add a Toys R Us section to its city centre store in Culver Walk, the Gazette understands. 

It comes after a planning application was sent to Colchester Council asking for permission to install a matt laminate vinyl window graphic on a section of the shop's front window.

The proposed graphic shows the classic Toys R Us sign, a giraffe, and text which says "in store now at WH Smith, go play".

Toys R Us filed for bankruptcy in 2017 and by March 2018 the retailer had announced it would be closing all its UK stores.

Last year, however, WH Smith partnered with Toys R Us to pilot a select amount of Toys R Us ‘store-in-stores’ across the UK.

Now as part of the collaboration 30 more new shops are set to open by the end of this financial year.

A WH Smith spokesman said: "This follows a successful launch last year and will provide customers in these locations with an improved toys and games offer.

Gazette: Closed - the former Toys R Us site in IpswichClosed - the former Toys R Us site in Ipswich (Image: Charlotte Bond)

"Driving efficiencies remains a core part of that strategy and we continue to focus on all areas of cost in the business."

The application is currently awaiting approval and currently there is no specific date for when a Toys R Us area could launch in Colchester's WH Smith branch.

Colchester Council planning bosses will have the final say on the plans.