Toys R Us, a franchisee of Toys R Us International, is the largest toys, games and multi media chain in Israel. Its 23 stores are located in Israel’s major population centers. The chain has achieved a 25% market share and attracted high customer loyalty by offering greater product choices under one roof than found anywhere else. Ten of these sites also contain internal stores - Babies R Us – with toys and amusements for the newborn-to-toddler age range.