Babies “R” Us announced that its new assortment of products for babies and children, Truly Scrumptious designed by Heidi Klum, will arrive in its stores across North America and online on September 15. Heidi Klum created this collection for kids, sizes newborn to 5T, further adding to the company’s growing assortment of differentiated products. Babies “R” Us is unveiling an online look book and providing customers with an opportunity to enter for a chance to win a visit by Klum to their hometown. The launch of Truly Scrumptious is the beginning of a long, collaborative relationship between Klum and Babies “R” Us that will include multiple new collections each year.

The official countdown has already begun in the digital space on Facebook and Twitter, where fans and followers can find regular updates on pre-launch activities, view behind-the-scenes videos, and access information. The company also launched a microsite, which will serve as an online hub for shoppers who want to learn more about the Truly Scrumptious collection and preview the assortment before it’s available for purchase.

This post was originally written by Ali Mierzejewski and published by For more news, visit, follow The Toy Book on Twitter, and like The Toy Book on Facebook. The Toy Book is a bimonthly trade magazine covering the toy industry, published by Adventure Publishing Group.