Of these, 1.4 million were from mainland China, and Toys R Us head of marketing and customer relationship management Argha Sen said that this surge provided the impetus for the Star Card extension.
"Over the past year, we've been noticing an increasing number of mainland tourists in our stores," said Sen.
After the PRC Government introduced the facilitated independent traveller (FIT) programme, Chinese nationals from designated cities do not have to travel as part of a group to Hong Kong. Said Sen: "When they come in groups, they can only go to certain stores. Now they are coming all year round and Toys R Us is a place they go to."
The Star Card will extend identical benefits to mainland members as it does in Hong Kong, where the programme has accumulated 180,000 members in just under two years. These benefits include special discounts, points-on-purchase which can be redeemed for reward coupons, and third-party benefits from companies such as Ocean Park and Mandarin Oriental hotel.
"It's aimed at frequently-visiting mainland Chinese customers with children," said Sen. "We have research that shows the Toys R Us brand has very high awareness among FITs - and brand name recognition is fantastic in Beijing, Guangzhou and Shanghai."
Toys R Us has created a new database system, along with a simplified Chinese website that will launch next month.
The toy giant also confirmed that it would gradually start using the Star Card to market its brand on the mainland. "We will start with checkpoints and border areas, and it will include leaflet distribution, outdoor advertising, tie-ups with publications and special booklets," explained Sen. "We will also start internet marketing next month, especially in Guangdong province."
Sen has pegged a target of 10,000 mainland Star Card members by the end of February 2005, although he notes that this number will be revised at the end of October.