Toys “R” Us Asia names Leo Tsoi as new CEO

Toys "R" Us Asia has appointed Leo Tsoi (pictured) as chief executive officer and member of the board, effective from 1 April, 2023. He assumes the helm from interim CEO Pieter Schats, who will remain a member of the board.

Tsoi brings to the role more than 27 years of consumer retail experience and business leadership in large multi-national brands across Asia. Most recently, Tsoi served as chief executive officer of Starbucks China where he also served as a member of the Starbucks Global Executive Leadership Team. Prior to that, Tsoi held a series of senior roles at Starbucks China including president of retail, COO, CMO and VP of store development and design, where he played a crucial role in the company's growth and transformation. Prior to joining Starbucks, Tsoi held senior positions in iconic international companies, Pepsico and Procter & Gamble, in Greater China. 

"I'm honoured to take on this leadership role with Toys "R" Us Asia, a dynamic and respected retail brand with a strong vision to fuel the imagination of children and inspire their development through play. I look forward to working with the dedicated teams in our markets to serve our communities across Asia through an elevated customer experience and with meaningful innovations to capture the tremendous growth opportunities ahead,” said Tsoi.

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Commenting on the appointment, Drew M. Nuland, chairman of Toys"R"Us Asia, said, "Over the course of his career, Tsoi has distinguished himself as a bold innovator and inspiring leader who has led rapid growth over a diverse range of product portfolios. He has a proven track record not only in operational efficiency, digital transformation and brand management, but also in engaging customers throughout the region."

"As Toys "R" Us Asia continues to elevate the customer experience in-store and online and build more personalised relationships with kids and families, we're confident that Tsoi's proven leadership skills, extensive consumer knowledge and unwavering focus on people will enable our teams to accelerate growth throughout the region," Nuland added.

MARKETING-INTERACTIVE has reached out to Toys "R" Us for additional information.

Headquartered in Hong Kong, Toys"R"Us Asia operates approximately 470 stores across Asia, including mainland China, Japan, Malaysia, Hong Kong, Singapore, Taiwan, Thailand and Brunei – and licenses more than 85 stores in the Philippines and Macau. 

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