Babies ‘R’ Us brand returning to U.S. with flagship store set to open at American Dream in 2023

Brand management firm WHP Global on Tuesday announced a new partnership with American Dream that will bring the beloved Babies “R” Us brand back to customers in the U.S. with the debut of its first flagship store, which is scheduled to open this summer.

“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,” Don Ghermezian, CEO and president of American Dream, said in a statement. “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 Babies “R” Us flagship at American Dream will be a one-stop shop for all things baby, offering a full range of products, services and expertise to support the needs of new and expecting parents and families.

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 baby.

Customers can also expect modern versions of the brand’s most beloved features at this flagship location, including a Baby Registry Lounge, Nursery Design Center with room set displays, 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.

Ahead of the U.S. flagship opening, Babies “R” Us will begin to roll out content and resources for new and expecting parents across its digital channels, starting with a video feature from actress and first-time mother-to-be Gina Rodriguez, who turned to Babies “R” Us for personalized advice on preparing for motherhood and discovering the right products to best support her life as a new parent.

“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. “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.”