WHP Global has been expecting, and today the company gave birth to the first new Babies “R” Us store in the U.S. since the original Toys “R” Us/Babies “R” Us stores closed their doors in 2018.
The Babies “R” Us flagship store is a 10,000-square-foot retail space on the first floor of the American Dream Mall in Bergen County, New Jersey. Described as “nostalgic, yet modern,” the store offers a full range of baby gear and essentials from top brands in the infant and toddler space.
The Toy Book had the opportunity to visit the store before its grand opening and spoke with Yehuda Shmidman, Chairman and CEO of WHP Global, owner of the Toys “R” Us and Babies “R” Us brands.
We grew up with these brands, so to bring them back to consumers at American Dream is such a joy for our team. We started by bringing back Toys "R" Us with a global flagship here at American Dream and then we rolled out nationally inside every Macy's. Now we're doing the same with Babies "R" Us. Our flagship is an incredible store offering a very unique experience. Very shortly we'll be announcing plans regarding our national rollout."
The Babies “R” Us flagship features new, interactive experiences, including a Stroller Test Track, the Bon Voyage Photo-Opp station where parents can announce their new arrival, and a Wishing Tree for friends and family members to send their best wishes.
Additionally, the retailer offers updated, yet familiar features from the past, including the Baby Registry Lounge, Nursery Design Center with room set displays, a Learning Center for private events and educational workshops, and a Comfort Zone to feed or change baby.