As Sendai rebuilds following the devastating earthquake and tsunami in March, every new store opening brings good news for local residents and workers.

One brand committed to reopening in the regenerating region is Toys R Us.

The US chain is Japan’s leading dedicated toy and baby products retailer, and employs more than 8,000 associates nationwide.

The integrated Toys R Us/Babies R Us Sendai, Izumiosawa store replaces the previous Toys R Us Sendai Izumi store, which was severly damaged in the March 11th earthquake.

The grand opening on Friday, September 30th was very successful. Over 1,200people lined up outside the store before doors opened at 10:00 am.
Toys R Us, Inc. CFO Clay Creasey came from the US to attend the grand opening.

Toys R Us

Clay was an exchange student at Sendai Ikuei High School 45years ago and had expressed a strong desire to personally attend theopening after hearing about the earthquake and tsunami.

To commemorate the grand opening, Toys R Us donated net profits fromall of our three stores in Miyagi Prefecture on September 30th  to Save the Children Japan, to support children in the Tohoku region.

On the same day, Toys R Us re-opened five other stores following conversioninto the Toys R Us/Babies R Us side-by-side format.

Toys R Us

Following on the heels of the these successful openings, Toys R Us have just announced plans to open four Toys R Us Express “pop-up” locations on November 1st, ahead of the Christmas season.

The pop-up shops in Tokyo, Chiba, Ibaraki and Fukuoka will provide added convenience for busy parents, grandparents and other gift-givers looking for that “must have” toy for the child in their life.

Toys R Us Express Locations for the 2011 Christmas Season:

Toys R Us Express Hitachinaka (Newport Hitachinaka in Hitachinaka, Ibaraki Prefecture)

Toys R Us Express Chiharadai (Shopping Mall Unimo Chiharadai in Ichikawa, Chiba Prefecture)

Toys R Us Express Minami-Machida (K’s Denki Yokohama Machida Interchange in Machida, Tokyo)

Toys R Us Express Hakata (Canal City Hakata in Fukuoka city, Fukuoka Prefecture)

Toys R Us Express locations are temporary stores that ‘pop up’ in shopping centers and large-sized specialty stores during the Christmas season. The four locations announced today are scheduled to open on or about November 1st and operate through January 22nd.

These new locations will offer customers a carefully selected assortment of toys, games and crafts, including hot toys for this season as well as perennial favorites. In addition, the pop-up shops will offer many Toys R Us exclusive brands and other differentiated toys that are only available at Toys R Us.

On-the-go parents, grandparents and other gift-givers will benefit from the stores’ convenient locations, while last-minute and undecided shoppers can consult knowledgeable and friendly associates for assistance finding the perfect gift.

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