Toys R Us has opened its 100th store in China, with the new store at Beijing APM Shopping mall marking ten years since the company first entered the country.
Toys R Us opened its first Chinese store in 2006 and currently operates throughout 44 cities within the country. The company says China has been one of the most important markets for the company’s global expansion plans, and growth in this region is expected to continue with the planned opening of over 30 new stores in 2016.
“It’s our mission to be the best toy and baby products retail company in the world, and international expansion, particularly throughout China and Southeast Asia, continues to be an important part of our long-term growth strategy,” said Toys R Us chairman, Dave Brandon.
“The opening of the 100th store in China represents a significant achievement for our business as it allows us to meet the increasing demand for high-quality children’s products and family entertainment experiences in this market.”
The new store features digital technology and customer interaction, with customers encountering life-size characters from the latest Star Wars movie– the first Star Wars movie to be released on the big screen in Chinese theaters.
A 70-inch digital screen at the store entrance, enables shoppers to browse through promotional items, make purchases, take “selfies” with special photo frames, play games and become members of the company’s “star card” loyalty program.
In 2011, Toys“R”Us, Inc. formed a joint venture with long-term license partner in China and Southeast Asia, Fung Retailing, for its businesses in the region, with stores in Brunei, China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand. The venture sees Toys R Us Inc assume 70 per cent majority ownership with 30 per cent owned by Fung Retailing Ltd.
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