EAST RUTHERFORD, N.J. (1010 WINS) — Babies "R" Us is returning to the United States, and its flagship store will open this summer at American Dream, the mall announced Tuesday.
"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. "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."
According to NJ.com, the 10,000-square-foot store will accommodate new and expecting parents, with interactive experiences such as a stroller test track, a Bon Voyage Photo-Opp station where parents can announce their new arrival and a Wishing Tree where friends and family members can share their best wishes for a baby.
The store will also have a Baby Registry Lounge, a Nursery Design Center with room displays, a Learning Center for private events and educational workshops and a Comfort Zone where parents can feed or change their baby.
Before the store opens, Babies "R" Us will begin releasing digital content and resources for new and expecting parents, including a video from "Jane the Virgin" actress and expectant mother Gina Rodriguez.
"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.A., and it sets the stage for a national rollout of Babies 'R' Us in the future."
The announcement comes as Bed Bath and Beyond, which owns Babies "R" Us rival Buy Buy Baby, revealed Tuesday that it will cut an extra $80 million to $100 million from across the company after warning last week that it may need to file for bankruptcy.
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