Documents the process of American retailer to join the Japanese toy market. Discusses the history of Toys "R" Us in the United States, as well as the history of the Japanese toy market, distribution, wholesale, retail, and systems. In an effort to introduce the second largest toy market in the world, Toys "R" Us executives to begin in late 1980 to develop strategies for the discovery of large discount toy stores in Japan. U.S. company faces a number of setbacks due to Japanese store size regulation, application procedures, and long-tiered distribution system. Continued efforts and making Japanese partner will allow the company to prepare for the opening of the Toys "R" Us release in 1991. Faced with a lack of direct distribution deals and high land and labor costs, executives Toys "R" Us Japan worry about the ultimate success of their new venture. "Hide
by Debora L. Spar Source: HBS Premier Case Collection 20 pages. Publication Date: December 1, 1995. Prod. #: 796077-PDF-ENG
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