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Toys “R” Us promotes new COO, sells off local toy manufacturer

Toys “R” Us has announced the appointment of chief operating officer, Lian Yu, who has been promoted from her previous position of general manager of the brand.

In her new role, Yu will oversee all Toys “R” Us ANZ Limited operations, including Funtastic, Toys “R” Us, Babies “R” Us, Hobby Warehouse and Mittoni. She will also be responsible for building a data analytics team and leading the Groups’ strategy around data science.

“I am excited to be playing a key role in the next phase of the company’s growth plans. Having been part of the leadership team working with suppliers and our internal team to build the Hobby Warehouse and Toys “R” Us e-commerce plans, we now turn our attention to implementing the newly expanded and automated logistics capacity,” said Yu in a statement.

“This will increase sales capacity to support the imminent launch of Babies “R” Us and our wider business into our key holiday season from October 2021 through to late January 2022.”

Yu was also previously general manager of Hobby Warehouse for eight years and general manager of Mittoni for 10 years.

“Lian has played a vital role in the setup and growth of the e-commerce businesses of Hobby Warehouse and Mittoni over the last decade and I have greatly appreciated her strategic skills, leadership, dedication and loyalty to the achievement of our company’s growth and development goals,” said Toys “R” Us CEO and managing director Louis Mittoni.

Additionally, the business has confirmed the sale of toy manufacturer and distributor Chill Factor for $1.7 million – a decision that continues Toys “R” Us’ move away from toy wholesaling and toward direct-to-consumer retail.

According to Mittoni, Chill Factor made up 2.7 per cent of the business’ revenue for the half year to 31 January 2021, and the sale is likely to be finalised by the end of this financial year.

Additional reporting by Dean Blake.

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