About Toys"R"Us, International
Toys“R”Us, Inc. is a company that has successfully translated its business to 35 countries and jurisdictions outside of the United States. It operates more than 715 Toys“R”Us®, Babies“R”Us® and Side-by-Side stores in the U.K., Japan, France, Germany, Spain and Canada, among others. The company has over 180 licensed Toys“R”Us stores through agreements with respected retail partners around the globe.
Since opening its first international locations in 1984 with wholly-owned stores in Canada and a licensed store in Singapore, Toys“R”Us, International has embodied a customer philosophy of quality, value and selection under one roof that resonates with parents around the globe. The company continues to grow internationally, and made its most recent entry into a new market in 2011 when it established operations in Poland, where it opened two wholly owned locations in 2012.
Also, in 2011, Toys“R”Us, Inc. formed a joint venture with Li & Fung Retailing for the Toys“R”Us business in Southeast Asia and Greater China, acquiring a majority stake in its previously licensed business. With this agreement, Toys“R”Us, Inc. assumed ownership and oversight of 90 existing Toys“R”Us stores in Brunei, China, Hong Kong, Malaysia, Singapore, Taiwan and Thailand.
In 2012, Toys“R”Us, Inc. strengthened its global e-commerce capabilities with the launch of a dedicated web store, Toysrus.com.cn, in China, representing a significant step in the company’s plans to grow its presence with physical stores and online operations in Asia. The company also announced the development of mobile-optimized sites and apps in 11 markets around the world, including Australia, Austria, Canada, France, Germany, Japan, Portugal, Spain, Switzerland and the U.K. where it operates stores, as well as the Netherlands, where it does not currently have a store presence. Toys“R”Us is more accessible than ever before to customers around the globe.
Toys“R”Us, Inc. continually tracks toy trends around the world, and is able to move quickly when it identifies an emerging hot product in any given country. For example, a popular item in Japan could be the next big thing in Germany, and subsequently make its way to the U.S., or vice versa. Being a global retailer in the toy business year-round helps Toys“R”Us obtain early indications on what’s hot, allowing the company the opportunity to have the best in-stock position on must-have items. Major movie releases, such as Iron Man 2 and Toy Story 3, and successful television programs like Ben 10 and Bakugan drive licensed product offerings around the world.
In addition to offering a broad assortment of toys across the world, Toys“R”Us, International continues to assert its authority position with exclusive and first-to-market merchandising initiatives. Furthermore, regional management teams that understand cultural nuances from country to country contribute to the success of Toys“R”Us, International by selecting merchandise and implementing programs that are both relevant and meaningful to customers in a particular market.
Baby products sold through Babies“R”Us stores and in select Toys“R”Us locations are extremely popular and serve as a driving force in attracting new customers. Toys“R”Us stores are also widely known as the “gaming” headquarters when it comes to the latest, most highly anticipated videogame hardware and software releases for kids.
Today, Toys“R”Us, International celebrates more than 25 years as the global toy authority bringing smiles to kids everywhere and continues to grow the presence of Babies“R”Us to provide new and expectant moms with everything they need for baby.