Babies ‘R’ Us Is Making a Comeback

After closing its doors in 2018, the beloved baby gear store is back with new management and a new brick-and-mortar coming to New Jersey's American Dream mall.
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Assistant Editor
January 11, 2023
babies r us storefront in huntington beach, CA, January 27, 2015
Image: Diana Haronis | Getty Images

Five years after closing its doors in 2018, Babies"R"Us is attempting a comeback.

WHP Global, the new management company behind the Babies"R"Us and Toys"R"Us brands recently announced that Babies"R"Us will be opening its flagship brick-and-mortar in the American Dream mall in New Jersey this summer. The new superstore will offer one-stop shopping for families with everything from strollers and cribs to apparel and accessories.

In an attempt to sway online shoppers back in stores, the flagship location will offer one-of-a-kind interactive experiences like 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.

Parents can also expect to see upgrades to some of Babies"R"Us’ original offerings. The beloved Nursery Design Center, Baby Registry Lounge and Comfort Zone for feeding and changing baby are all back. Caregivers can also register for educational workshops in-store to grow their skills.

“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 Globa in a press release.

“We achieved that mission for Toys"R"Us by opening our global Flagship at American Dream…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 US., and it sets the stage for a national rollout of Babies"R"Us in the future.”

While parents eagerly await the return of Babies"R"Us in-store and online, they can follow along @babiesrus for the latest updates. The brand has even enlisted the help of actresses like Gina Rodreguez to help spread the word.

“Test run with pup Summer and baby! I’m ready thanks to help from my friends at Babies”R”Us,” Rodriguez said in a post. “ They are about to announce their first flagship store Did I spoil the surprise?! Shoutout to the hubby for putting this stroller together, it’s happening!”

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