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WHP Global, El Puerto de Liverpool to Bring Babies“R”Us to Mexico

Two brands expand partnership after Toys”R”Us success in the region.

License Global

January 24, 2024

2 Min Read
Babies“R”Us Storefront, WHP Global, El Puerto de Liverpool
Babies“R”Us StorefrontWHP Global, El Puerto de Liverpool

WHP Global (WHP), parent company of Babies“R”Us and Toys“R”Us, and omnichannel retailer El Puerto de Liverpool,  have announced the expansion of their partnership to introduce Babies“R”Us  to families throughout Mexico. This development follows the tremendous reception of the Toys“R”Us brand in the region and underscores the brand’s commitment to providing families with a one-stop retail destination for all their parenting needs.

It is estimated that the global market for specialized baby care products is around $89 billion and it is expected that the industry will continue to grow in the coming years. Mexico is positioned as one of the countries with great potential in this industry, since it has a population of over 25 million children, in addition, parents are looking for toys that help the proper development of babies, such as early stimulation and motor items, interactive products, educational games, stuffed animals, among others.

The first Toys“R”Us store in Mexico, which opened in October, received an incredible response from customers. Building on this success, WHP and Liverpool are now extending their efforts to meet the diverse and growing needs of families by introducing Babies“R”Us to the Mexican market.

Babies“R”Us, known for its wide selection of baby products, will offer Mexican families a unique catalog for all things baby, with a range of products from baby essentials and nursery furniture to a diverse selection of toys, educational products and services to meet the needs of new and expectant parents and families. The expansion will include the opening of dedicated Babies“R”Us stores, as well as the launch of a flagship e-commerce platform, ensuring convenient access for parents and caregivers to high-quality products at every stage of their parenting journey.

“We are excited to build on the success of Toys“R”Us in Mexico and expand our partnership with Liverpool to introduce Babies“R”Us to the Mexican market,” says Jamie Uitdenhowen, executive vice president, Toys“R”Us and Babies“R”Us, WHP Global. “Liverpool’s incredible retail execution and the positive reception of Toys“R”Us reaffirms the strong interest of families in Mexico in our brands, and we are excited to further enhance the retail landscape by bringing the trusted Babies“R”Us brand to parents and caregivers across the country.”

“We are thrilled to deepen our partnership with WHP Global and introduce Babies“R”Us to our customers in Mexico,” says Jorge Sota, director, boutique operations and retail Softline, Toys“R”Us, Mexico. “Our goal is to provide the best retail experience for our customers, and we look forward to offering an unparalleled family retail environment that combines the iconic appeal of the Toys“R”Us and Babies“R”Us brands with an accessible, high-quality shopping experience for the modern consumer.”

For more than 30 years, Babies“R”Us has been a trusted authority on parenting. Today, the Babies“R”Us brand can be found in more than 20 countries with digital sites and more than 100 branded and independent stores.

The first Babies“R”US store in Mexico will open in the second half of this year, with a flagship website and additional stores to follow.

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

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