In a landmark first for the company, Toys R Us Asia is opening 10 stores in China all on one day – October 1, National Day.
The day heralds the start of Golden Week, when citizens have a week’s holiday to travel and reunite with families.
The toy giant’s grand gesture takes its total store count to a record 150 across Mainland China. Toys R Us Asia has 226 stores in Greater China and Southeast Asia, including Brunei, Hong Kong, Malaysia, Singapore, Taiwan and Thailand. There are also 35 franchise stores in Macau and the Philippines. The 161 stores in Japan joined the group in March.
Early this month, Toys R Us filed for Chapter 11 bankruptcy protection in the US and Canada, which has not affected its international businesses. Toys R Us Asia is a joint venture with Li & Fung Retailing.
Playing on the theme of “10 times more fun on October 1”, the new Toys R Us Asia stores are interactive and digitally savvy. They offer interactive digital screens, bespoke mobile games enhanced by iBeacon technology, and seamless online/offline activities streamed via new social-media and data platforms.
Digital innovation is also helping the stores run more efficiently. There are digitally controlled price labels, while the Toys R Us loyalty scheme uses only electronic membership and e-coupons for its membership of more than 4 million families. Its latest introduction is the Geoffrey Club, hosted via a multi-faceted microsite packed with original content for children.
“Our goal is to create a fun and interactive experience for the whole family,” says MD Roy Sammartino. (pictured)
“Our business in Asia has never been stronger,” says president Andre Javes. “China continues to be an extremely important market for us.”
The new store locations are Changchun (Ouya New Life), Changsha (Poly), Chengdu (Jinhua Wanda mall), Chongqing (Times Square mall), Guangzhou (Central One), Hangzhou (Binjiang Paradise Walk), Harbin (Wangfujing mall), Shenzhen (MixC One World), Suzhou (Xinqu Paradise Walk) and Xi’an (Sasseur Outlets).