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01/10/2023

Babies R Us Reopening With New Flagship Store

The store, located in the American Dream mall in New Jersey, will open later this year as WHP Global works to revive the brand.
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A rending showing a Babies R Us store.
  • Babies R Us is returning in the U.S. later this year.
  • The retailer closed all locations in 2018, but it will open a new store in New Jersey’s American Dream mall. 
  • It’s part of a larger strategy from parent company WHP Global to revive the Toys R Us and Babies R Us brands. 

Babies R Us will return to physical retail in the U.S. later this year when a new flagship store opens at the American Dream mall in New Jersey. 

The forthcoming store — slated to open this summer — was announced by WHP Global, the retailer’s parent company, in a Jan. 10 press release. The Bergen County, New Jersey, store will be the retailer’s first in-person location in the U.S. since 2018 when it closed all Toys R Us and Babies R Us stores after it filed for bankruptcy.

The Toys R Us and Babies R Us brands have begun to resurface over the last couple of years. WHP Global in late 2021 opened a 20,000-square-foot, two-story Toys R Us flagship store at the American Dream mall, as Retail Leader previously reported. Toys R Us also has an in-store presence at all of Macy’s department stores, which finished rolling out in October last year.

It’s the second time the Toys R Us brand has been revived. The retailer attempted a comeback in late 2019, restarting its online store and opening two locations — one in Texas and the other in New Jersey. The two locations were shut down in January 2021 during the COVID-19 pandemic. WHP Global, which last year also purchased a stake in Express, acquired the brands in 2021.

"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, 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., and it sets the stage for a national rollout of Babies R Us in the future."

The American Dream store will be a one-stop shop for services and products for parents and expectant parents, according to the retailer. There will also be interactive experiences like a test track for strollers, a photo station for expectant parents to “announce their new arrival” and a wishing tree for friends and family to offer positive thoughts, the release said.

WHP Global said the new store will offer a more modern version of what customers are used to from former Babies R Us locations, including a baby registry lounge, nursery design center, a learning center for private events and workshops, and a comfort zone for parents to feed or change their babies.

The retailer also announced new digital content for parents as part of its return to brick-and-mortar retail in the U.S. The content will start with a video from the actor Gina Rodriguez, who is pregnant. 

"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, 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."