Babies “R” Us | Source: WHP Global

The last Babies “R” Us stores closed in the U.S, nearly four years ago, but the brand is growing internationally.

WHP Global — parent company to the Toys “R” Us and Babies “R” Us brands — continues to open new stores through international licensing partnerships. Ragabesh & Co., which operates 35 retail stores throughout Brazil, inked an exclusive, multiyear licensing deal with WHP Global to open 20 freestanding, physical retail locations in the country.

“This expansion is part of our overall strategy to develop both the Babies ‘R’ Us and Toys ‘R’ Us businesses in existing and new high growth markets such as Latin America,” says Yehuda Shmidman, chairman and CEO at WHP Global and Toys “R” Us.

While the U.S. has been without a Babies “R” Us presence since 2018, the brand can be found in more than 20 countries through a mix of e-commerce, standalone, and side-by-side Toys “R” Us/Babies “R” Us combo stores.

Related: Toys ‘R’ Us, Babies ‘R’ Us Head Back to the UK

Ragabesh plans to open its first Babies “R” Us store in Brazil later this year with additional locations planned to open throughout 2023.

Additionally, WHP Global has dangled the carrot that a Babies “R” Us relaunch of some form is pending for the U.S. The company says it plans to offer updates on the brand’s expansion and U.S. business strategy in the near future.

WHP Global recently opened its new Toys “R” Us global flagship store at the American Dream mall in New Jersey. The store is operated by New York-based Toys 4 U under a licensing agreement.

About the author

James Zahn

James Zahn

James Zahn, AKA The Rock Father, is Editor-in-Chief of The Toy Book, a Senior Editor at The Toy Insider and The Pop Insider, and Editor of The Toy Report, The Toy Book‘s weekly industry newsletter. As a pop culture and toy industry expert, Zahn has appeared as a panelist and guest at events including Comic-Con International: San Diego (SDCC) Wizard World Chicago, and the ASTRA Marketplace & Academy. Zahn has more than 30 years of experience in the entertainment, retail, and publishing industries, and is frequently called upon to offer expert commentary for publications such as Forbes, Marketwatch, the Wall Street Journal, the New York Times, USA Today, Reuters, the Washington Post, and more. James has appeared on History Channel’s Modern Marvels, was interviewed by Larry King and Anderson Cooper, and has been seen on Yahoo! Finance, CNN, CNBC, FOX Business, NBC, ABC, CBS, WGN, The CW, and more. Zahn joined the Adventure Media & Events family in 2016, initially serving as a member of the Parent Advisory Board after penning articles for the Netflix Stream Team, Fandango Family, PBS KIDS, Sprout Parents (now Universal Kids), PopSugar, and Chicago Parent. He eventually joined the company full time as a Senior Editor and moved up the ranks to Deputy Editor and Editor-in-Chief.