Toys “R” Us promotes new COO and sells local toy maker

Toys “R” Us has announced the appointment of COO, Lian Yu, who has been promoted from her former role as Brand General Manager.

In his new role, Yu will oversee all operations of Toys “R” Us ANZ Limited, including Funtastic, Toys “R” Us, Babies “R” Us, Hobby Warehouse and Mittoni. She will also be responsible for building a data analysis team and leading the Group’s strategy around data science.

“I am delighted to play a key role in the next phase of the company’s growth plans. After being part of the leadership team working with suppliers and our internal team to develop the Hobby Warehouse and Toys “R” Us e-commerce plans, we now turn our attention to the implementation of the newly expanded logistics capacity. and automated, ”Yu said in a statement. declaration.

“This will increase the sales capacity to support the imminent launch of Babies ‘R’ Us and our business at large in our main holiday season from October 2021 to the end of January 2022.”

Yu was also Managing Director of Hobby Warehouse for eight years and Managing Director of Mittoni for 10 years.

“Lian has been instrumental in establishing and growing the e-commerce business of Hobby Warehouse and Mittoni over the past decade and I have greatly appreciated his strategic skills, leadership, dedication and loyalty to the growth and development of our business. goals, “said Louis Mittoni, CEO and General Manager of Toys” R “Us.

Additionally, the company has confirmed the sale of toy maker and distributor Chill Factor for $ 1.7 million – a move that continues Toys “R” Us’s move away from toy wholesaling and into selling. retail direct to consumers.

According to Mittoni, Chill Factor represented 2.7% of the company’s revenue for the six-month period ended Jan. 31, 2021, and the sale is expected to be finalized by the end of that fiscal year.

Additional reporting by Dean Blake.

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