Toys R Us and Babies R Us South Africa Appoints Melissa Dempster as New CEO

Effective 1 March 2026, Melissa Dempster has officially stepped into the role of Chief Executive Officer for Toys R Us and Babies R Us South Africa.

Her appointment comes at a pivotal time of growth for the retailer. Following the successful 2025 acquisition of 13 ToyZone stores, the business now operates a robust network of 61 speciality toy and baby stores across the country.

 

A Seasoned Retail Executive

Dempster brings over 15 years of high-level experience in large-scale retail operations, merchandise planning, and category leadership. A chartered accountant by trade, she holds a Bachelor of Commerce in Accounting and Finance from the University of KwaZulu-Natal and a Postgraduate Honours in Accounting (CTA) from the University of South Africa.

Before stepping into the toy and baby sector, Dempster spent nearly eight years at the Mr Price Group. Her leadership roles included Managing Director of Sheet Street, Planning Director for Mr Price Home, and Planning Executive for Mr Price Sport. Earlier in her career, she headed merchandise planning across general merchandise categories at Massmart.

Focused and Disciplined Growth

Dempster says her immediate focus will be on post-acquisition integration, operational consistency, and strengthening the retailer’s specialist positioning in the local market.

“Our priority is disciplined execution,” says Dempster. “That means improving availability, sharpening our merchandise strategy, and ensuring we continue to offer a curated, specialist assortment that families trust. The toy and baby categories are rooted in development, education, and family connection. Parents are looking for guidance and confidence in what they buy. Our role is to combine commercial discipline with deep category knowledge and deliver meaningful value.”

Strengthening Accessibility for Families Dr Phumla Mnganga, Chairperson of Toys R Us and Babies R Us, noted that Dempster's appointment reflects the company’s long-term commitment to sustainable growth.

“Melissa brings a strong combination of financial leadership and retail operational experience,” Mnganga explains. “As we integrate new stores into our network, her focus on efficiency and structured growth will support our continued commitment to serving families responsibly.”

The retailer’s recent footprint expansion includes a strategic entry into selected high-traffic strip malls, aimed at improving convenience and everyday accessibility for busy parents.

“We are building a retail network that meets families where they are,” Mnganga adds. “From nursery essentials to developmental toys, our focus remains on being a trusted specialist partner at every stage of childhood.”

Leading with Commercial and Personal Insight

As a mother to six-year-old twin boys, Dempster understands her new target market on a deeply personal level. This dual perspective informs her approach to leadership.

“Leading a toy and baby business is both commercial and personal,” she says. “My ambition is to build a business that is operationally strong, financially disciplined, and relevant to the evolving needs of South African families.”

As the retail landscape evolves and consumer behaviour shifts, Dempster believes that focused category leadership and scale efficiency will be critical to the brand's sustained success.

“Our goal is simple: to grow responsibly, strengthen our specialist expertise, and continue to deliver value through the magic of play and supporting parents,” she concludes.

Supplied by: Toys R Us. 

Guzzle Media