Marketing
Babies R Us returning to US
January 18, 2023
WHP Global, in partnership with the American Dream entertainment and mall destination in New Jersey, will launch a flagship Babies R Us store this summer.
The news marks the return of the children's clothing and toy store to the U.S., according to a press release.
"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," Don Ghermezian, president and CEO of American Dream, said in the release. "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."
Ahead of the U.S. flagship opening, Babies R Us will begin to roll out content and resources for parents across its digital channels.
"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," Yehuda Shmidman, chairman and CEO of WHP Global, said in the release. "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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