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Babies“R”Us to make store comeback — at American Dream

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Babies“R”Us is opening its first U.S. store under its new owners.

The baby products retailer, which went out of business in 2018, will open a flagship at American Dream, the massive three million sq.-ft.-plus entertainment and retail center in East Rutherford, New Jersey, this summer. In 2021, WHP Global acquired Tru Kids Inc., parent company to the Toys"R"Us, Babies"R"Us, and more than 20 related consumer toy and baby brands.)

Designed to make shopping for baby an engaging, enjoyable and stress-free experience, the flagship will include a full range of products and services, along with interactive experiences such as a test track to try out strollers, a photo-opp station where parents can announce their new arrival and a “wishing tree,” where friends and family members can share their well wishes for baby.

The store will also spotlight updated versions of the brand’s signature features, including a baby registry lounge, nursery design center with room set displays, center for private events and educational workshops for parents and caregivers, and a “comfort zone” to feed or change baby.

The return of Babies"R"Us to the U.S. retail scene is in line with WHP’s goal to bring both the baby products retailer and Toys"R"Us brand back to life in the U.S. In December 2021, Toys"R"Us opened a  two-level, 20,000-sq.-ft. flagship at American Dream. Also in 2021, Macy’s entered into a partnership with WHP Global to open in-store Toys"R"Us shops in Macy’s stores and sell their products online.

[Read More: Macy’s to roll out Toys ‘R’ Us in-store shops chainwide]

“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," said 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.A., and it sets the stage for a national rollout of Babies"R"Us in the future."

Ahead of the stores opening, Babies"R"Us will begin to roll out content and resources for new and expecting parents across its digital channels. The launch will start with a video feature from actress and first-time mother-to-be Gina Rodriguez, who turned to Babies"R"Us for personalized advice on preparing for motherhood and discovering the right products to best support her life as a new parent, the company said.

“Following the success of the Toys"R"Us flagship, which opened just over a year ago, we are thrilled to see Babies"R"Us back in the U.S. as part of the unparalleled retail experience that can only be found at American Dream," said Don Ghermezian, president and CEO of American Dream. "We are excited to add the first Babies"R"Us flagship to our robust retail and entertainment lineup and know that families with young children and expecting parents will be thrilled to have access to this incredible destination for all their baby related needs."

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