News

Babies 'R' Us announces partnership with parenting website

March 28, 2013

Babies"R"Us and Heidi Murkoff's pregnancy and parenting website today announced that they have entered into a strategic partnership to offer expectant moms access to their combined content and retail resources.

As part of this collaboration, the Babies"R"Us registry is now available on WhatToExpect.com. Beginning immediately, expectant parents are able to create their Babies"R"Us registry directly from WhatToExpect.com when visiting the site for advice throughout their pregnancy, the announcement said. This is the first time the Babies"R"Us Registry will be available through an external channel beyond Babiesrus.com and Babies"R"Us stores.

"Babies'R'Us and What to Expect are among the first places a mom turns to when she finds out she is pregnant, and we are pleased to offer moms-to-be the convenience of our combined resources in one location," said Peter Reiner, SVP of marketing at Toys"R"Us, U.S. "We believe this partnership will enable us to broaden the reach of our registry even further, and provide our customers even more comprehensive content about the journey of pregnancy and parenting from a trusted source."

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