Babies “R” Us Returns to USA, Announces Flagship Store at NJ’s American Dream

Babies R Us Flagship American Dream
Babies “R” Us is returning with a new flagship store at American Dream. Image courtesy of Babies “R” Us.

Babies “R” Us will soon be returning to the United States.

Yesterday, WHP Global, owner of the brand, announced a new partnership with American Dream, in Bergen County, New Jersey, to bring the brand back to customers in the U.S. The first flagship store is scheduled to open at the shopping and entertainment destination in the summer of 2023.

Along with offering all things baby, the flagship Babies “R” Us will debut new interactive experiences for customers, 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 a new baby.

“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.”

Babies “R” Us currently has locations in more than 20 countries with digital sites, and over 100 standalone and side-by-side Toys “R” Us branded stores.

“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. “We achieved that mission for Toys “R” Us by opening our global Flagship at American Dream and through our landmark partnership with Macy’s. 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.”


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