Documents the American retailer’s process of entry into the Japanese toy market. Discusses the history of Toys “R” Us in the United States and the history of the Japanese toy market, distribution, wholesale, retail and systems. Eager to give the world’s second largest toy market, starting Toys “R” Us executives in the late 1980s to formulate strategies for opening large discount toy stores in Japan. The American company is facing a series of setbacks by Japanese store-size regulation, … Read more »

Documents the American retailer’s process of entry into the Japanese toy market. Discusses the history of Toys “R” Us in the United States and the history of the Japanese toy market, distribution, wholesale, retail and systems. Eager to give the world’s second largest toy market, starting Toys “R” Us executives in the late 1980s to formulate strategies for opening large discount toy stores in Japan. The American company is facing a series of setbacks by Japanese store-size regulation, application procedures and a long complex distribution system. Continued effort and the acceptance of a Japanese partner, the company can prepare for the opening of a Toys “R” Us outlet in 1991. Faced with a lack of care offers direct distribution and high land and labor costs, executives of Toys “R” Us Japan about the ultimate success of their new venture.
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from
Debora L. Spar
Source: HBS Premier Case Collection
20 pages.
Release date: 01 December, 1995. Prod #: 796 077 PDF-ENG
Toys “R” Us Japan HBR case solution

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