TRU Expands Babies 'R' Us Brand

Toys ‘R’ Us is expanding the line of products offered under its Babies ‘R’ Us brand, which will now include more than 1,600 items.TRU has added a new line of feeding bottles and accessories called Purely Simple, which, in addition

April 6, 2018

Toys ‘R’ Us is expanding the line of products offered under its Babies ‘R’ Us brand, which will now include more than 1,600 items.

TRU has added a new line of feeding bottles and accessories called Purely Simple, which, in addition to bottles, will include items such as a bottle warmer, a food processor and sterilization supplies.

The company also plans to bring its Koala Baby and Little Boutique labels together under the Babies ‘R’ Us brand and introduce two new brands: The Rhapsody collection, produced in partnership with Baby Trend, will include a complete line of on-trend baby gear; and the B is for Bear collection (also in partnership with Baby Trend) will be a gender-neutral line of nursery décor, car accessories, bathtime items and playsets.

"As the baby products authority, Babies ‘R’ Us has long been the destination for preparing for the arrival of a new baby, offering parents a robust product assortment and knowledgeable associates to help them navigate this exciting, but often intimidating,

time in their lives. With the expansion of our line of Babies ‘R’ Us-branded products, that same reliability is found in new lines of quality items that make parenthood easier from infancy through childhood," says Larry Azar, vice president, product development, juvenile and apparel, Toys ‘R’ Us. "For the company, the expansion of Babies ‘R’ Us-branded products provides a true competitive point of difference as we further our initiative to offer products that are not available anywhere else."

In addition to the new lines, TRU has expanded its assortment of Babies ‘R’ Us-branded items which include food, bedding, room décor, organizers, safety equipment, strollers, apparel and bath products.

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