Toys "R" Us will open its first store in China in early December, said the chairman of Li & Fung, an exporter and trader of consumer products, The Standard reported. The paper quoted Victor Fung Kwok-king as saying that the toy retailer's first mainland venture will be in Shanghai's Pudong district. Fung said this after Friday's Toys "R" Us opening ceremony for its first "Express" store in Central. He hoped Toys "R" Us Asia, a franchise operation owned by Li & Fung Retailing, will soon expand to other mainland cities. Jeremy Hobbins, group managing director of Li & Fung Retailing, said the quality of the 30,000-square-foot Shanghai store will be comparable to other Toys "R" Us stores around the world. "We would not skimp on the money that we need to make sure the Shanghai store looks good," Hobbins said. Hobbins said Li & Fung decided to open an outlet in China because parents are willing to spend more on their children. Another factor is the people's growing awareness of the importance of educational toys, which account for 20 percent of the franchise's sales in Hong Kong.