Babies “R” Us returns to the US with a new flagship store

WHP Global has partnered with the American Dream mega-mall to open its first new infant outlet in the country since Toys "R" Us closed its remaining BRU locations in 2018.
January 13, 2023

Toys “R” Us owner WHP Global is bringing another brand in the retailer’s former roster back to the US. The New York-based company has partnered with shopping and entertainment complex American Dream in New Jersey to open a brand-new Babies “R” Us flagship store.

Set to open this summer, the brick-and-mortar outlet will offer a wide variety of baby products, including clothing, toys and accessories, as well as interactive experiences for families like a stroller test track, a photo-shoot station and a wishing tree. The store will also have some features of the old Babies “R” Us retail locations, including a baby check-in room and a learning center for educational events and workshops.

Prior to the store’s grand opening, WHP Global will announce the US return of BRU online and in social media, with promotional videos featuring celebrities and new parents. The company plans to roll out more Babies “R” Us stores regionally in the future, according to a release.

WHP Global acquired a majority stake in the “R” Us intellectual properties in 2017. In 2021, it relaunched the Toys “R” Us brand in the US with a store in American Dream. That marked a big return for the retailer, which had closed all of its State-side stores in 2018 after 70 years in the market.

Babies “R” Us currently operates in more than 20 countries outside the US, including Canada and the UK

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