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| Company Structure |
| In 2002 Li & Fung Retailing* became a licensee of Toys"R"Us and acquired 100% ownership of Toys LiFung (Asia) Ltd, for the business in Mainland China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, The Philippines and Macau with provisions for entry into new geographic markets including other South East Asian countries. |
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| Positioning Statement & Belief |
| Toys"R"Us is positioned as "the Worldwide authority on kids, families and fun". It is the largest child-related product specialty chain store in the world. Toys"R"Us believes in providing a happy shopping experience to customers with the biggest selection of toys and baby products priced to offer best value for money. |
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| Operations |
| As of mid-October, 2009, Toys LiFung (Asia) Ltd operates 109 stores in 8 Asian markets: |
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11 stores in Hong Kong (9 Main stores + 2 Toys"R"Us Express stores) |
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6 stores in Singapore (6 Main stores) |
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18 stores in Malaysia (6 Main stores + 7 Toys"R"Us Express stores + 5 Toy Box) |
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16 stores in Taiwan (8 Main stores + 8 Toys"R"Us Express stores) |
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10 stores in Thailand (3 Main stores + 7 Toys"R"Us Express / Toybox stores)
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34 stores in The Philippines (4 Main stores + 4 Toys"R"Us Express stores + 26 Toy Box) |
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1 store in Macau (1 Toys"R"Us Express store) |
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13 stores in Chinese Mainland (9 Toys"R"Us Main stores + 3 Toys"R"Us Express stores + 1 Toy Box) |
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| Click to see store locations |
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| Mission |
| To nurture and develop the core competence of the Toys"R"Us retailing chain for the benefit of our stakeholders (customers, shareholders, and employees). |
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| Vision |
| To be the dominant toy and educational toy retailer for children in Asia offering the right products, at the right price, at the right place, at the right time in a pleasurable and convenient shopping environment. |
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