This is not a drill—Babies R Us is planning a comeback in 2023
Yep, you read that right—Babies R Us is planning a comeback this year. The company is opening a flagship store this summer at the American Dream megamall in New Jersey, its new owners announced Tuesday. Plans for a national rollout will follow.
“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,” Yehuda Shmidman, chairman and CEO of WHP Global, said in a statement.
“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.A., and it sets the stage for a national rollout of Babies R Us in the future,” Shmidman said.
The New Jersey Babies R Us flagship store will feature interactive experiences for shoppers, including a Stroller Test Track, a Bon Voyage photo station where parents can announce their new bundle of joy, a Wishing Tree where friends and family can share their well-wishes, a baby registry lounge, a nursery design center that contains room set displays, a learning center for private events and workshops, and a space to feed and change little ones (of course).
Related: Toys ‘R’ Us is making its comeback in over 400 stores
Prior to the flagship store opening, Babies R Us will roll out content and digital resources for new and expecting parents.
Babies R Us first went out of business back in 2018 along with Toys R Us. They filed for Chapter 11 bankruptcy in 2017 after the previous owner Tru Kids struggled to pay off its 12-year-old debt and compete with rising e-commerce platforms.
Related: What you need to know if you’re registered at Babies ‘R’ Us
Since acquiring Tru Kids in 2021, WHP Global has made it their mission to bring Toys R Us and Babies R Us brands back to life. In 2021, Macy’s stores partnered with WHP Global to open 400 new Toys R Us outposts inside their department stores across the country and sell their products online.
Here’s hoping the new and improves Babies R Us will be everything new and expecting parents could want!
