First Toys, now Babies: WHP Global announced that Babies“R”Us will relaunch in the United States with a flagship at American Dream in Bergen County, New Jersey. The store is scheduled to open this summer.
Babies“R”Us’ sister store, Toys“R”Us, also returned to U.S. brick and mortar with an American Dream flagship that opened in December 2021. WHP Global acquired Toys R Us, which had filed for bankruptcy in 2017 and closed all stores by 2021, in March 2021. It also has opened Toys“R”Us in-store shops in all Macy’s locations.
“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,” said Don Ghermezian, president and CEO of American Dream.
The American Dream flagship will offer a full range of products, services and expertise to support the needs of new and expecting parents and families. The store 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 baby.
Customers can also expect modern versions of the brand’s most beloved features at this flagship location, 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.
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.
“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.”
