Uber Eats has launched a new dedicated toy store on its platform in partnership with Hasbro, marking the first time a UK courier service has ventured into non-food.
Uber Eats launched the “Hasbro Toy Store” which will deliver a selection of seven toys for delivery in under 30 minutes across parts of London and Manchester.
The new initiative will offer the toys, which include classic games like Cluedo and Yahtzee, for free asking customers to pay just the £6 delivery charge in a bid to help working parents keep their children entertained during the upcoming half term.
“Being a parent is tougher than ever at the moment, so we wanted to do our bit to help bring families together and keep the children entertained while opportunities for days out are more limited,” Uber Eats UK general manager Toussaint Wattinne said.
While the experimental programme will only last three days until February 20, it marks a significant milestone for both Uber Eats and the wider courier sector.
Prior to the pandemic Uber Eats and Deliveroo were almost entirely focused on takeaway food delivery, but have rapidly adopted grocery delivery to meet skyrocketing demand from both consumers and supermarkets.
This has proved especially lucrative for Uber, which has seen revenue from its ride hailing arm plummet, seeing it sign partnerships with a raft of retailers including Iceland, Asda, Sainsbury, Wine Rack and Bargain Booze since the start of the pandemic.
Its Hasbro partnership marks the first dedicated expansion into non-food delivery and suggests the company is testing the waters for potential expansion outside of rapid takeaway and grocery delivery.