The brand management company which controls the Toys R Us brand has announced it will open a Babies R Us flagship store at American Dream mall in New Jersey this summer.
WHP Global, which acquired a controlling stake in the Toys R Us brand names after the 2017 bankruptcy, announced its plans to resurrect the brand, which has licensed stores in other countries, in the US earlier this week.
Yehuda Shmidman, chairman of WHP Global, said: “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.
“We achieved that mission for Toys R Us by opening our global flagship at American Dream. 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 US., and it sets the stage for a national rollout of Babies R Us in the future.”
In an attempt to attract shoppers back into stores, the new store will offer interactive experiences such as a stroller test track, a bon voyage photo opp station where parents can announce their new arrival, and a wishing tree, where friends and family can share well wishes for new babies.
Care givers will also be able to register for educational workshops in-store to grow their skills.
