Years after closing all its locations, one of the most popular stores for all things pregnancy and baby is opening a new flagship store at American Dream in East Rutherford. The announcement to open Babies “R” Us comes more than a year after Toys “R” Us made a comeback by opening its flagship store at the mega mall and entertainment destination.
The nostalgia behind both stores is real. Most of us remember going to Toys “R” Us as kids or taking our now older kids there and hoping for a glimpse of Geoffrey, the store’s mascot. And many of us with older kids remember having a baby registry at Babies “R” Us.
“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 of 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.”
The new Babies “R” Us flagship will sell a range of products and services for new and expecting parents and families. The store will also debut new interactive experiences, 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.
Customers can also expect a Baby Registry Lounge, Nursery Design Center with room set displays, Learning Center for private events and a Comfort Zone to feed or change your baby.
“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,” said Yehuda Shmidman, Chairman and CEO of WHP Global, a New York-based firm that acquires global consumer brands. She added that the company’s plan to open Babies “R” Us at American Dream “is a huge milestone in the return of Babies “R” Us to the U.S.A., and it sets the stage for a national rollout of Babies “R” Us in the future.”
