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July 19th, 2019 Natixis Partners advises Jellej Jouets and its shareholders regarding Jellej Jouets’s contribution of its toy distribution activities (Toys’R’Us France) to Luderix International (PicWic)

On the 19th of July 2019, Jellej Jouets and Luderix International announced the merger of their toy distribution activities (respectively Toys’R’Us France and Picwic).

This merger created the leader in omnichannel toy distribution in France with 63 points of sale, about 1,400 employees and more than 20,000 references off and on line. The combined entity now operates under the “PicWic Toys” brand with the ambition of developing both entertainments and services in its points of sale.

The transaction takes the form of a contribution of Jellej Jouets’s distribution assets to Luderix International. The shareholding structure of Luderix International is now split between Romain Mulliez and his family and the shareholders of Jellej Jouets (Cyrus Capital and the Lesaffre Family).

This combination follows the takeover of Toys’R’Us’ France’s assets by Jellej Jouets last year (representing 44 stores and more than 1,000 employees) through a judicial proceeding during which Jellej Jouets had been supported by Luderix International and had presented an industrial merger project between Toys’R’Us and PicWic that now materializes.

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M&A team:

georges chabenne
managing director

arnaud leseul
director

barthélémy de segonzac
analyst