Ten years after first entering the market, toy and baby product retailer Toys”R”Us has opened its 100th store in China.

The new retail outlet is located in Beijing’s APM Shopping Mall in Wang Fu Jing, one of the leading retail districts in the city.

China has been one of the most important markets for the company’s global expansion plans, and growth in this region is expected to continue with the planned opening of more than 30 new Toys”R”Us stores in 2016, according to Chairman and CEO, David Brandon.

“The opening of the new store, he said, “represents a significant achievement for our business as it allows us to meet the increasing demand for high-quality children’s products and family entertainment experiences in this market.”

“It’s our mission to be the best toy and baby products retail company in the world, and international expansion, particularly throughout China and Southeast Asia, continues to be an important part of our long-term growth strategy,” he said.

The new store “showcases the very latest in retailtainment, digital technology and customer interaction, making shopping at Toys”R”Us a unique and fun experience for kids and adults alike,” said Andre Javes, managing director, – Greater China and Southeast Asia.

“What differentiates Toys”R”Us as a specialty toy retailer is the memorable shopping experience we provide for our customers,” he added. “This includes a combination of the widest assortment of toys and baby products, including exclusive items not available anywhere else in the market, fun store layouts, interactive in-store experiences, product displays and demonstrations, activities and more.”

The company opened its first store in Shanghai in 2006 and currently operates in 44 cities throughout the country, including six where the company established a presence for the first time last year.

In 2011, New Jersey-headquartered Toys”R”Us formed a joint venture with Fung Retailing Ltd., its long-term license partner  in China and Southeast Asia, to develop businesses in the region.

Since then the company has opened additional stores in Brunei, Hong Kong, Malaysia, Singapore, Taiwan, Thailand, as well as China, where the currently has a total of 100 stores in 44 cities.

Toys”R”Us launched a worldwide presence in 1984 when the company opened its first international wholly owned store in Canada and licensed an operation in Singapore. Currently, the company operates more than 600 international stores and over 140 licensed stores in 35 countries and jurisdictions outside the U.S.