Company Structure
In 2002 Li & Fung Retailing* became a licensee of Toys"R"Us and acquired 100% ownership of Toys LiFung (Asia) Ltd, for the business in Mainland China, Hong Kong, Taiwan, Singapore, Malaysia, Thailand, The Philippines and Macau with provisions for entry into new geographic markets including other South East Asian countries.

Positioning Statement & Belief
Toys"R"Us is positioned as "the Worldwide authority on kids, families and fun". It is the largest child-related product specialty chain store in the world. Toys"R"Us believes in providing a happy shopping experience to customers with the biggest selection of toys and baby products priced to offer best value for money.

Operations
As of mid - Oct 2008, Toys LiFung (Asia) Ltd operates 100 stores in 8 Asian markets:
- 9 stores in Hong Kong (7 Main stores + 2 Toys"R"Us Express stores)
- 7 stores in Singapore (7 Main stores)
- 19 stores in Malaysia (8 Main stores + 5 Toys"R"Us Express stores + 6 Toy Box)
- 15 stores in Taiwan (8 Main stores + 7 Toys"R"Us Express stores)
- 8 stores in Thailand (3 Main stores + 5 Toys"R"Us Express stores)
- 32 stores in The Philippines (4 Main stores + 3 Express stores + 25 Toy Box)
- 1 store in Macau (1 Toys"R"Us Express store)
- 9 stores in China (8 Toys"R"Us Main stores + 1 Toy Box)
Click to see store locations

Mission
To nurture and develop the core competence of the Toys"R"Us retailing chain in order to be the most preferred shopping destination for toys, baby and kids life-style products in Asia.
We believe our business is built one guest at a time, and we are committed to making each and every guest happy.

Vision
To be the dominant toy retailer in Asia offering the right products, at the right price, at the right place, at the right time in a pleasurable and convenient shopping environment.