Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer with more than 1,500 freestanding destination toy and baby specialty stores worldwide. The company currently sells merchandise through nearly 600 Toys"R"Us stores and more than 260 Babies"R"Us stores in the United States, more than 690 international stores in 33 countries, which includes licensed and franchise stores.

Japan is the biggest animation and cartoon country in the world.The toy market in Japan is main with the dolls which is popular in the television drama and the cartoon move. The teenagers a colony of costumer. So Japan is a big future market.

As we all known that spider man is a hero in American. And Toys “R”Us of course put the doll on the standout place of shelf. Japan has his own traditional toys,such as the dolls of Japan.

In the toy market, tradition toy is not now of lord dozen toy, but the technique electronics toy which is rising very quickly. So in tradition toy market the merchants would not fight against with each other too volcanically. And technique electronics toy of the United States lead in the world, so when they get into Japan market, may be subjected to resist of small scale in tradition toy market that it would not be harmful influence to the collectivity.

BANDAI 万代 KONAMI 科乐美 Yujin 有井 70% others Toys"R"Us 30%

Make a further understanding the culture of region in Japan. Expand the market by developing traditional toy of Japan. products divide into two kinds which one face to the route of high level all the way, another one face to the route of low level. increase to establish factories to product toys in China, which directly sell to Japan by decreasing freight.

Caused by imports of similar products in the country's enterprises are facing a severe test. The two sides in order to market competition, price war, resulting in market turmoil. Most of the similar products for small and medium enterprises Will be closed down and the annexation of ， under Toys"R"Us in Great strength. Importer of gross domestic product will be affected.

At that time,structural inconsistencies is the biggest obstacle to product acceptance between Japan and American. So American government exert pressure upon Japanese government to request Japanese toys to free from jural control that make an excellent condition for TOYS R US entering Japan. Then TOYS OF US carry continual out many kinds of influential products,make foundation for its development in Japan. On top of that,it began to fight a price war against the local company in JAPAN. TOYS OF US carry out the “low price” strategy drastically. The most effective measure is dealing with manufacturing companies directly.On the other hand,TOYS OF US have own logistics centre which help him to reduced cost.So it have more advantages to compete with the local toy companies for market.

With more than 670 Toys"R"Us and 20 Babies"R"Us stores in 33 countries outside of the United States, Toys"R"Us, Inc. is a company that has successfully translated its business abroad. Toys"R"Us, International has become a worldwide toy phenomenon, embodying a customer philosophy of quality, value and selection under one roof that resonates with parents around the globe. Like its U.S. counterpart, Toys"R"Us, International tracks toy trends around the world, establishing the company as a global toy authority that understands cultural nuances from country to country. In Europe, toy trends tend to mirror those in the U.S., as European customers increasingly consider the importance of toys for both learning and developmental progress in children. Toys"R"Us, International has achieved tremendous success in strengthening its status as the toy and baby authority abroad. The company’s featured learning area, branded "Imaginarium" or "Universe of Imagination," is universally well-received by parents. In addition, Toys"R"Us stores are widely known as the "gaming" headquarters when it comes to the latest, most highly anticipated videogame hardware and software releases. Stores across the globe frequently host midnight madness parties for avid gamers in order to strengthen the company’s position as a leader in the category.

The attitude to competitors With the Toys R Us in Japan come out on top among their justifications for the management of those who are optimistic about the potential has been estimated at close to its competitors - Wal-Mart. Wal- Mart's low prices in the face of challenges, they are optimistic estimate their strength, with Wal-Mart began a price war, the final results are poor already.

Go to strengthen the sole supplier of own- brand and the road should be more effective, because only these factors in order to attract consumers to run special trip to stores to buy.