Babies R Us Returning to US with American Dream Store

On Jan 10, 2023

WHP Global, a leading brand management firm and owner of Babies R Us, announced a new partnership with American Dream to bring Babies R Us brand back to customers in the US with the debut of its first flagship store, which is scheduled to open this summer.

“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 US 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.”

The new Babies R Us flagship at American Dream will offer a full range of products, services and expertise to support the needs of new and expecting parents and families. Babies R Us will debut new interactive experiences for customers, such as a Stroller Test Track, Bon Voyage 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 babies.

Customers can also expect modern versions of the brand’s classic features including a Baby Registry Lounge, Nursery Design Center with room set displays, Learning Center for private events and educational workshops to engage and support parents and caregivers, and a Comfort Zone to feed or change baby, all designed to make shopping for baby an engaging, enjoyable, and stress-free experience.

Ahead of the U.S. flagship opening, Babies R Us will begin to roll out content and resources for new and expecting parents across its digital channels. Starting with a video feature from actress and first-time mother-to-be Gina Rodriguez.

“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.”

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