WHP global is expecting.
Following the relaunch of Toys “R” Us in the U.S. with a flagship store at American Dream in Bergen County, New Jersey, and last year’s rollout of Toys “R” Us at Macy’s, WHP Global is officially relaunching Babies “R” Us in the U.S.
Babies “R” Us will open its first U.S. flagship store this summer at American Dream. Like the previous incarnation, the retailer will be a one-stop baby shop with an extensive range of products and services for new and expecting parents and families.
“Since acquiring both the Babies “R” Us and Toys “R” Us brands in 2021, our mission has been laser-focused on bringing them back to America,” says Yehuda Shmidman, Chairman and CEO of WHP Global. “We achieved that mission for Toys “R” Us by opening our global Flagship at American Dream and through our landmark partnership with Macy’s. Our plan to open Babies “R” Us at American Dream in the coming months is a huge milestone in the return of Babies “R” Us to the U.S. and it sets the stage for a national rollout of Babies “R” Us in the future.”
The Babies “R” Us flagship will feature 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 plans to offer modern versions of its most popular features of the past, including a 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.
To celebrate its pending new arrival, Babies “R” Us is working with actress and first-time mother-to-be Gina Rodriguez (Carmen Sandiego, Lost Ollie) on video content focusing on products and services to support life as a new or expecting parent.
While Babies “R” Us temporarily exited the U.S. following the Toys “R” us bankruptcy in 2018, the brand has continued on with a presence in more than 20 countries across e-commerce destinations and more than 100 standalone and side-by-side Toys “R” Us combo stores.
