Toys'R'Us launches baby essentials line

WAYNE, N.J. Toys"R"Us has introduced an exclusive line of baby essentials marketed under its Babies"R"Us brand name. The collection of Babies"R"Us-branded products began arriving in Toys"R"Us and Babies"R"Us stores in late 2009 with the introduction of a variety of powdered infant formulas, diapers, wipes, laundry detergent and most recently, purified water.

"Babies"R"Us has long been a destination and trusted resource for new and expectant parents as they navigate through the early stages of parenthood. We are proud to leverage our position as the baby products authority to offer parents a line of must-haves for their babies from a name they rely on and recognize," said Jerry Storch, chairman and CEO, Toys"R"Us.  "The Babies"R"Us line of essentials provides our value-conscious shoppers with a lower-priced alternative that matches the quality of other trusted brands in our stores."

The Babies"R"Us line of baby essentials includes an assortment of infant formula ($12.99 to $15.99), diapers ($10.99 to $24.99 ), wipes (up to $12.99), laundry detergent ( $14.99 to $18.99) and purified water (99 cents per gallon), which come in traditional Babies"R"Us eggplant purple, yellow or pastel packaging featuring the Babies"R"Us logo. The company is supporting the assortment through in-store signage and an online presence at Babiesrus.com, as well as through print advertising. In addition, a brochure featuring select items is available in stores.