Babies "R" Us Back in Business in the U.S.

Rockland Daily Staff

After filing for bankruptcy in 2017, Babies "R" Us will return, marking its comeback with a flagship store in the American Dream Mall this summer.

WHP Global acquired Babies "R" Us and Toys "R" Us brands in 2021 and has been on a mission to bring them back to America. The brand opened the first Toys "R" Us Flagship in December 2021 and partnered with Macy's by opening Toys "R" Us branded toy shops in all Macy's department stores.

The first step is to open a 10,000-square-foot flagship, followed by an announcement of a retail partner similar to how Macy's partnered with Toys "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 flagship plans to be a "one-stop-shop for all things baby." It will debut new interactive experiences for customers like a Stroller Test Track, a Wishing Tree, where friends and family members can share their well wishes for baby, and a Bon Voyage Photo-Opp station where parents can announce their new arrival.

The new store will also provide modern versions of the brand's features, like a Baby Registry Lounge, a Nursery Design Center with room set displays, a Learning Center for private events and educational workshops to engage and support parents and caregivers, and a Comfort Zone to feed or change baby, all designed to make shopping for baby an engaging, enjoyable, and stress-free experience.

The opening of this flagship store will give the American Dream megamall another one-of-a-kind offering. 

"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.