Babies "R" Us Is Reopening Its First Store in the US

Babies R Us Toys R' Us American Dream Mall WHP Global Babies R US Flagship Store New Jersey experiential offerings bankruptcy protection Babies R US reopening

By Jo Anne Hubert , Parent Herald Jan 10, 11:27 pm

Photo: (Photo : Getty Images/Scott Olson)

This infant products retailer closed its doors in 2018 and is now welcoming parents and families again as it will reopen its first store in the U.S.

Babies "R" Us is reopening its first store at the American Dream Mall, New Jersey, this summer, owner and brand management firm WHP Global announced Tuesday, Reuters reported.

"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," declared Don Ghermezian, CEO of American Dream, in a statement.

Geoffrey, the giraffe, and other experiential offerings are back

WHP Global also gave the good news that the reopening in New Jersey "sets the stage for a national rollout" in the time to come, WHP Chairman and CEO Yehuda Shmidman proclaimed, after stating that the company has been "laser-focused" on bringing the store back in the country.

Babies "R" Us was parents' go-to destination if they needed baby stuff like cribs, pacifiers, and diaper bags. It was also known for kids' iconic toy brands and its famous Geoffrey the Giraffe mascot, now available at the American Dream franchise store, North Jersey shared.

The store is determined to give consumers its experiential offerings, which the public expected and has been looking forward to. As Craig Parcells, a broker in Parsippany, stated last year, Babies "R" Us draws people through experiences, and this has been their "whole thing."

The announcement further said that the public would be experiencing photo ops, a stroller test track, and a wishing tree, where family members and friends can share and place their well-wishes for the babies.

A baby registry lounge and a learning center that will cater private events and educational workshops for parents and caregivers can also be expected in the future.

Retail partnership in the works

According to Forbes, the news arrives as the market questions the survival of a competitor, Buy Buy Baby, with parent company Bed Bath & Beyond hinting at possible bankruptcy soon.

WHP Global owns both Babies "R" Us and Toys "R" Us after acquiring parent company Tru Kids last 2021.

The retail store closed shops across America five years ago in June of 2018, after Toys "R" Us filed for bankruptcy protection in late 2017 with a debt pile of two and a half billion dollars. It was labeled as the "biggest collapse" of an American retailer by assets since 2002, when Kmart shut down.

Shmidman stated that the reopening is just the first step as an announcement of a national retail partner will soon come. He said they would use the same strategies when they opened Toys "R" Us in 2021 and partnered with the high-end department store chain Macy's.