WHP Global, American Dream to Return Babies"R"Us to the U.S. with Flagship Store

Ahead of the opening, Babies"R"Us will begin to roll out content and resources for new and expecting parents across its digital channels.
License Global

January 10, 2023

Rendering of Bon Voyage Photo-Opp experience at Babies"R"Us flagship store.
Rendering of Bon Voyage Photo-Opp experience at Babies"R"Us flagship store.WHP Global

WHP Global

, brand management firm and owner of Babies"R"Us, has announced a new partnership with shopping and entertainment destination, American Dream, in Bergen County, N.J. The two parties will bring the

Babies"R"Us

brand back to customers in the U.S. with the debut of its first flagship store, which is scheduled to open this summer.

The new Babies"R"Us flagship at American Dream will be a one-stop shop for all things baby, offering a range of products, services and expertise to support the needs of new and expecting parents and families. In keeping with the shopping experiences offered at American Dream, Babies"R"Us will debut new interactive features 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. 

“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,” says Don Ghermezian, president and chief executive officer, 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.” 

Customers can also expect modern versions of the brand's notable features at the flagship location including a Baby Registry Lounge, Nursery Design Center with room set displays, Learning Center for private events and educational workshops to engage and support parents and caregivers and a Comfort Zone to feed or change babies. 

“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,” says Yehuda Shmidman, chairman and chief executive officer, 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. and it sets the stage for a national rollout of Babies"R"Us in the future.” 

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