In 2006, Gerald L. Storch became Chairman and CEO of Toys“R”Us, Inc. His main responsibilities include: “leveraging the strength of the company’s brand and positioning the global franchise for growth long-term.” It has been with Storch at the helm that Toys “R”Us has undertaken a culture of “Playing to Win” along with a commitment to strengthening its position as THE toy and baby products authority. As well, he has successfully led efforts to integrate the company’s toy and baby businesses, as well as the creation, development and execution of the “R” Superstore, combining Toys“R”Us and Babies“R”Us at one address. He has also been the major supervisor for the company’s e-commerce business and, in 2009, including eToys.com, KB Toys, and Toys.com. It was also through Storch that Toys “R” Us obtained the exclusive right to own and operate FAO Schwarz. It was him who established the Toys“R”Us Express store concept, launching pop-up stores in shopping centers around the country.