Development of a CSR strategy for Toys R Us Germany

Seminar paper from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing grade: 10 Friedrich-Alexander University Erlangen-Nuremberg language: English abstract: In 1948 the toy and baby products retailer ToysRUs Inc. headquartered in Wayne New Jersey was founded. It offers a wide range of products including toys learning aids and children's apparel. Today the company employs 70000 people in more than 1700 stores in 37 countries. In Europe ToysRUs Inc. operates in Austria France Germany Poland Portugal Spain Switzerland and UK. In Germany ToysRUs GmbH was established in 1986 and nowadays ranks with 66 stores about 1000 employees and a turnover of EUR 330 million among the biggest toy retailers. In 2014 ToysRUs Inc. launched the strategy TRU Transformation to ensure growth and to better implement their mission bringing joy into lives of their customers. The strategy includes three guiding principles (Easy Expert and Fair): We will be the EASIEST place in the world to find solutions at FAIR prices for kids and babies because we are EXPERTS and understand the joys and challenges of parenting (ToysRUs Inc. 2014a). The focus of this paper lies on ToysRUs Germany operating in the retail sector.