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Toys 'R' Us Opens Superstores

Toys 'R' Us will have opened 21 new stores in 2011 by the end of the year, including 11 'R' Superstores and 10 side-by-side locations. These new stores across 13 states are representative of the company’s strategy to bring Toys 'R' Us and Babies 'R'

Toys 'R' Us will have opened 21 new stores in 2011 by the end of the year, including 11 'R' Superstores and 10 side-by-side locations. These new stores across 13 states are representative of the company’s strategy to bring Toys 'R' Us and Babies 'R' Us together under one roof in an integrated store format.

In addition, the remodeling of 23 existing locations to the side-by-side format is also underway and will be completed by the end of the year. By adding 21 new stores and renovating 23 existing locations, the company will create more than 1,100 jobs in the U.S.

“Integrating Toys 'R' Us and Babies 'R' Us under one roof has been part of the company’s strategy for the past five years and customers continue to embrace the enhanced shopping experience these stores offer,” says Jerry Storch, chairman and chief executive officer, Toys 'R' Us. "The Side-by-Side store format provides exceptional convenience for parents, offering a wide selection of differentiated toys and juvenile products, and allows the company to cultivate customer loyalty as their children grow and they transition from Babies 'R' Us to Toys 'R' Us shoppers."

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