Babies 'R' Us set to stage a comeback with flagship store at American Dream in New Jersey
WHP Global and American Dream announced a partnership to bring back Babies 'R' Us with the opening of a flagship store in New Jersey.
Officials say the store will open at American Dream this summer and 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 a baby.
Babies "R" Us will also roll out content across its digital channels. Customers can expect the return of the baby registry and nursing design center.
"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., and it sets the stage for a national rollout of Babies 'R' Us in the future."