In an effort to further its registry strategy, TRU’s Babies ‘R’ Us has forged a strategic partnership with US-based pregnancy and parenting website TheBump.com.

The Babies ‘R’ Us Registry will now be available to an expanded audience of moms-to-be who can create and share their registry directly from TheBump.com via its Gift Registry Center. With more than five million monthly unique visitors to TheBump.com, moms-to-be frequent the Gift Registry Center for advice on where to register. In addition, the patented registry search tool on TheBump.com will allow friends and family to find Babies”R”Us registrants’ lists and buy them a gift.

The two brands will support the partnership with a comprehensive cross-promotional program, which will include digital advertising, signage, registry materials and via The Bump My Pregnancy Calendar mobile app and newsletters, among other avenues.

Efforts surrounding e-commerce and social recommendations have been top of mind for Babies ‘R’ Us and Toys ‘R’ Us, both of which recently redesigned their websites with updated navigation tools and features such as inspiration boards.