US-based toy retailer Toys R Us is to speed up its expansion in China with a new goal of 100 stores in three years.

Toys R Us is looking to increase its store count to 50 by the end of the year from current 34 stores.

New stores are to be opened in first-tier cities like Shanghai and Beijing as well as lower-tier cities like Chengdu.

Most of the stores will be community stores, which offer more learning products.

“As the middle class grows in China and children remain very important, I think Toys R Us brand stands for three important things, which are authenticity, safety and quality,” said Mark Murphy, MD of Toys R Us in China.

Toys R Us entered China in 2006 when it opened its first store at Super Brand Mall in Shanghai.