A Babies “R” Us store will open this summer in the American Dream shopping/dining/entertainment complex in East Rutherford, N.J. That will mark the physical return of the brand to U.S. shores after a several-year hiatus, says brand owner WHP Global (New York).
“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,” Yehuda Shmidman, Chairman and CEO of WHP Global, said in a news 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.”
American Dream’s owner welcomed the store’s upcoming debut. “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.
The new Babies “R” Us flagship at American Dream will be a one-stop-shop of products, services and expertise to support the needs of new and expecting parents and families. The store 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 baby.