Babies R Us to reopen first U.S store at American Dream Mall
After closing its last store in 2018, infant products retailer Babies R Us is reopening its first store in the U.S: a flagship store at American Dream this summer.
It comes on the heels of Toys R Us reopening with a flagship store at the Meadowlands megamall in December 2021.
“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,” said American Dream CEO Don Ghermezian, in a statement.
Brand management firm WHP Global owns Babies R Us and Toys R Us, having acquired parent company Tru Kids in 2021.
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Toys R Us, formerly headquartered in Wayne, filed for bankruptcy in 2018, closing all its stores. The chain was known for iconic toy brands for kids and their Geoffrey the Giraffe mascot, both now available at the American Dream store.
“Our mission has been laser-focused on bringing them back to America,” said WHP Chairman and CEO Yehuda Shmidman. “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 USA., and it sets the stage for a national rollout of Babies R Us in the future.”
The store is leaning into its experiential offerings, like photo ops, a stroller test track, and wishing tree “where friends and family members can share their well wishes for baby,” the Tuesday announcement reads.
Customers can also expect a baby registry lounge, and a learning center for private events and educational workshops for parents and caregivers.
“That’s their whole thing — to draw people with experiences,” said Craig Parcells, a broker in Parsippany with real estate services firm JLL, in an interview last year.
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The mall showed signs of rebound and popularity during a visit we made in October 2022, beating expectations that the mall was slipping deeper into trouble.
This article originally appeared on NorthJersey.com: Babies 'R' Us coming to American Dream in East Rutherford NJ
