Neatly anticipating the arrival of the big red guy himself, Toys "R" Us has
opened its first store in the Chinese mainland at Shanghai's Super Brand Mall.
"At first we were hesitant to come here, but now we think the market is ready
for us," says Ronald Huang, the company's general manager in China.
Occupying 2,400 sqm on the fourth floor of the born-again mega-mall, the
store is a wonderland of bright colors, LCD screens and some 7,000 different
toys divided into categories: for boys, girls, family, outdoor, education, art,
and Babies "R" Us. Many of the toys and educational products are distributed
exclusively by Toys "R" Us and live up to the brand philosophy of "meeting the
demands of young children, as well as making them happy".
Stepping into a market beset with counterfeit products (a suspiciously
familiar-looking competitor has already been operating in China for years), the
company plans to compete with, and stamp out, fakes by offering the genuine
article backed up by a 'lowest-price guarantee', meaning that if a customer buys
an identical object at a cheaper price from another store, the difference can be
refunded. There's also a 45-day return policy if the product isn't up to
With the festive season upon us there's no better excuse for kids of all ages
to head to 'The World's Greatest Toy Store'. Look out for the following.
Toys "R" Us
Location: No 36-37,
41-43, 4/F, Super Brand Mall, 168 Lujiazui Xi Lu