Toys "R" Us Asia's Flora Tsui steps up as VP of marketing and digital strategy

Toys ”R” Us Asia’s Flora Tsui (pictured) has taken on an expanded role as vice president of marketing and digital strategy, effective from 1 May.  

Within her new role, Tsui oversees the brand’s marketing, consumer engagement and eCommerce functions across all eight markets in Asia, including Hong Kong, Japan, Singapore, Malaysia and China, and reports directly to Leo Tsoi, CEO, Toys “R” Us Asia.   

The appointment is a cornerstone of the brand’s broader transformation strategy, which aims to evolve Toys “R" Us from a traditional toy retailer into a holistic provider of play experiences that appeal to both children and beyond, anyone who has a playful spirit. 

Tsui’s leadership has been instrumental in ensuring a comprehensive approach to cultivate brand growth and staying relevant to consumers.   

Before joining Toys “R” Us, Tsui worked in the FMCG, retail, and entertainment sectors, accumulating nearly two decades of diverse experiences.  

As the director of marketing at Hong Kong Disneyland, she drove significant growth through strategic initiatives across various markets.   

Her roles prior to Disneyland, including her leadership positions at British American Tobacco and impactful contributions at Johnson & Johnson and Samsung Electronics, underscore her capability to revitalise brands and spearhead successful market strategies.   

Tsui said: "Joining Toys“R”Us during this transformative era is exhilarating. Our vision is to reinvent ourselves from a traditional toy retailer into a vibrant brand that seamlessly integrates toys, play, and lifestyle. This strategic pivot is designed to create enchanting experiences that resonate with all generations, from toddlers to adults who cherish the joy of play." 

Don't miss: Toys'R'Us sees sentiments plummet over 'soulless' AI-generated ad

Most recently, Toys "R" Us saw its sentiments plummet after it released an ad that was entirely created by OpenAI's new text-to-video tool, Sora, according to media intelligence firm CARMA. 

Toys "R" Us Studios, the entertainment production arm of the global toy brand, partnered with creative agency Native Foreign for the ad, the toy company said in a statement. 

"Our brand embraces innovation and the emotional appeal of Toys'R'Us to connect with consumers in unexpected ways. We aim to capture that nostalgic feeling and deliver it uniquely to Toys'R'Us kids of all ages. Partnering with Native Foreign to push the boundaries of OpenAI's Sora is truly exciting. Dreams are full of magic and endless possibilities, and so is Toys'R'Us," said Toys "R" Us Studios president Kim Miller Olko.

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