Toys ‘R’ Us has launched a dedicated web store in China, in the latest move to strengthen its global e-commerce presence and grow its brand in Asia.
At the same time, TRU announced the development of mobile-optimized sites and apps in 11 markets around the world, including Australia, Canada, France, Germany, Japan, Spain and the U.K. In the coming months, it will introduce the same capabilities in Portugal, Austria, Switzerland and the Netherlands, where it does not currently have a store presence.
These moves follow TRU’s rapid launch of websites around the world over the past three years. In 2010 and 2011, Toys ‘R’ Us experienced double-digit growth in its global e-commerce business, and generated $1 billion in online sales last year.