It will give American Dream, which has the only flagship Toys R Us store in the country, another one-of-a-kind offering. The store will also have features from the old Babies R Us store models, including a baby registry lounge, and a learning center for events and educational workshops. The Babies R Us store at American Dream will have interactive experiences such as a stroller test track, a photo-op station where parents can announce their baby, and a wishing tree, where family and friends can share well wishes. WHP Global has partnered with actress Gina Rodriguez, who is preparing for the birth of her first child, and who has 4.7 million Instagram followers, to promote the return of Babies R Us. Toys R Us and Babies R Us are cemented “as permanent brands in all of our memories”, and Babies R Us is a trusted brand millennials, who grew up as Toys R Us kids, will turn to, Shmidman said. The idea of building a brand around Toys R Us and then having a natural progression from parents who are raising kids from newborn in Babies R Us and then the progression to Toys R Us is so brilliant,” he said. “The idea of having a toy store is one thing. Toys R Us founder Charles Lazarus “was a genius, way ahead of his time,” Shmidman said. Before the bankruptcy, the Babies gift registry gave Toys R Us access to parents-to-be and new parents around the country and was an important tool in winning new customers, both for Babies R Us and Toys R Us. The biggest asset WHP could have with the Babies R Us relaunch in this country could be the opportunity to revive the Babies R Us gift registry. WHP Global is expected to announce the Babies R Us partner after the Babies R Us flagship store opens at American Dream this summer.
(Photo by Eugene Gologursky/Getty Images for Macy's, Inc.) Getty Images for Macy's, Inc.
WHP Global Chairman Yehuda Shmidman at the opening of the Toys R Us shop at the Macy's Herald Square.
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