Toys’R’Us expands global e-commerce presence with new web store

WAYNE, N.J. — Toys“R”Us may be in the throes of an intensely competitive holiday season but several recently announced initiatives are designed to position the company for success beyond Christmas 2012. Expanding its presence in global e-commerce, as well as Asia, the company is launching a dedicated web store,, in China.

Toys”R”Us is also developing mobile-optimized sites and apps for iOS and Android in 11 markets around the world, including Australia, Canada, France, Germany, Japan, Spain and the U.K. Tablet-optimized sites will be available in select markets as well. Users will have the ability to navigate between Toys“R”Us and Babies“R”Us, allowing them to browse and shop a wide selection of toy and juvenile products. In the coming months, it will introduce the same capabilities in Portugal, Austria and Switzerland, as well as the Netherlands, where it does not currently have a store presence.

“With the launch of our new e-commerce site in China and the addition of mobile shopping capabilities in our international markets, Toys“R”Us is more accessible now than ever before to customers around the globe,” said Jerry Storch, chairman and CEO, Toys“R”Us, Inc. “These initiatives help us advance the company’s international growth and omnichannel strategies, while allowing more customers to shop with us whenever, wherever and however they choose.”

The launch of a web store in China, as well as new international mobile shopping capabilities, follows the company’s rapid launch of websites around the world throughout the past three years. In 2010 and 2011, Toys“R”Us, Inc. experienced double digit growth in its global e-commerce business, and generated one billion dollars in online sales last year.

In Oct. 2011, Toys“R”Us acquired the majority stake in its business in Greater China and Southeast Asia from Fung Retailing. In Aug. 2012, Toys“R”Us opened its first stores in Beijing, making its debut in Northern China with two new locations on the eastern side of the capital city, including a side-by-side store with Toys“R”Us and Babies“R”Us under one roof. The following month, the company opened stores in Tianjing Galaxy Mall in Northern China and Nanning Mixc in Southern China. Toys“R”Us currently operates 30 stores across 21 cities throughout China.

Earlier this month, Toys“R”Us announced that international shipping is now available for online orders on and to more than 60 countries across Asia, the Caribbean, Central America, Europe and North and South America. The company is providing this service to its customers in partnership with i-parcel, a leading international air express company that facilitates global shipping capabilities. With international shipping, the company is extending the presence of Toys“R”Us and Babies“R”Us and nearly doubling the number of countries that currently have access to the world’s leading dedicated toy and baby products retailer. This includes a number of markets where the company does not currently have a physical presence, such as Mexico and Brazil.


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