Toys “R” Us Inc. (Wayne, N.J.) is bringing its own exclusive line of baby essentials to market under the Babies “R” Us brand name. The assortment is designed to offer parents and caregivers a high-quality, lower-cost alternative to comparable brands. Items began hitting Toys “R” Us and Babies “R” Us stores at the end of 2009.
“We’re proud to leverage our position as the baby products authority to offer parents a line of must-haves for their babies," says Jerry Storch, chairman and ceo. "The Babies “R” Us line of essentials provides our value-conscious shoppers with a lower-priced alternative that matches the quality of other trusted brands in our stores."
The in-store announcement of the new line includes in-store signage and an online presence at Babiesrus.com, as well as print advertising.
The company’s existing private brand baby essentials business, introduced in 1997 under the Especially for Baby label, will transition to the new Babies “R” Us brand.