Toys “R” Us marks milestone store in China

Ten years after first entering the market, Toys "R" Us has opened its 100th store in China. The retailer has opened a total of 27 new locations across China within the past year.



The new store, located at the APM Shopping Mall in Beijing, combines digital technology and customer interaction to make for a fun shopping experience. Special features include a 70-inch digital screen at the store entrance that customers can use to browse through promotional items, make purchases, take "selfies" with special photo frames, play games and join the company’s "Star Card" loyalty program.



Toys "R" Us opened its first store in China in 2006 and currently operates in 44 cities throughout the country. The company plans to open an additional 30 locations 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 Dave Brandon, chairman and CEO, Toys "R" Us, Inc. "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."