"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."