Toys_R_Us
Consumer Products

Toys ‘R’ Us charts Eastern European expansion

Toys 'R' Us is expanding its European presence by entering the Polish market. The retailer, which currently operates more than 300 stores in Europe, plans to open its first store in the country at the end of November.
October 26, 2011

Toys ‘R’ Us is expanding its European presence by entering the Polish market. The retailer, which currently operates more than 300 stores in Europe, plans to open its first store in the country at the end of November.

The first Polish store will open in Warsaw in time for the holiday shopping season, with several additional locations slated to open in major cities throughout the country in 2012.

The company says the move is a strategic one meant to broaden its reach with both consumers and manufacturers across Europe, especially within emerging markets.  The launch in Poland also provides a potential gateway to other Eastern European countries.

Toys ‘R’ Us opened a corporate headquarters for its Poland operation in Warsaw in August, employing roughly 25 people who function in merchandising, marketing, human resources, store operations and finance roles. To stock the new store, the company will utilize its existing European distribution channels. At the same time, it will build new relationships with Polish manufacturers and will look for opportunities to introduce products from these manufacturers to other countries where Toys ‘R’ Us operates.

About The Author
Wendy is Kidscreen’s Associate Editor. When she’s not sourcing material for the brand's daily email newsletter, she’s researching, writing and connecting with others about the newest trends in digital media. Contact Wendy at wgoldman@brunico.com.

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