ufacturers have banked on the existing popularity of the Harry Potter book series. Lego kits, board games and magic sets all boast the boy-wizard's name.Also, big-tickets items -- such as the latest game console -- already have begun moving. Microsoft and Nintendo are spending more than half a billion dollars to promote their new video game platforms, the Xbox ($299) and GameCube ($199) respectively. Sony's PlayStation 2 ($299) remains a solid seller. Based on these facts, Toys "R" Us predicted it would turn a profit by the end of this year, also as a part of a turnaround envisioned by John Eyler who was brought aboard as CEO in January 2000 from FAO Schwarz to revitalize the company. Businese strategyThe progress that has been made at Toysrus.com is substantive. It encompasses all areas of the company and represents a solid foundation for future growth. As they look towards the future, they will continue to focus on their key strategies: content differentiation, improved guest services, better presentations, consistent in-stock position and recreating an atmosphere where it is fun to shop for both children and parents. These are proven strategies that have made a positive impact on their business over the last year, and their guests are noticing the difference.Over the past year Toys R Us has also announced exclusive licensing agreements with Animal Planet, Home Depot, and OshKosh B’Gosh, enabling them to offer their customers exceptional products they will not find anywhere else. Together with Universal Studios Consumer Products and Amblin Entertainment, they announced an unprecedented three-year merchandise program to support the 20th anniversary of Steven Spielberg’s E.T, The Extra Terrestrial, and Universals re-release of the film in 2002. Toys R Us will develop a full range of exclusive E.T. products across all categories.As Toys R Us heads into the 2002 fiscal year they are working to create a competitive advantage b...
