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Infants R Us Being Reborn With New Flagship Retailer

The licensing and model administration agency that controls the Toys R Us model is bringing again one other member of the R Us household. It plans to open a Infants R Us flagship retailer at American Dream mall in New Jersey this summer season.

The information comes because the survival of one in every of Infants R Us’ rivals, Purchase Purchase Child, is in query, as mother or father firm Mattress Bathtub & Past
hints chapter might be in its future.

WHP International, which acquired a controlling stake within the Toys R Us model names and mental properties after the chapter and liquidation of the large toy retailer, at this time mentioned it plans to return the model, which has licensed shops in different international locations, to United States customers .

The primary reborn Infants R Us retailer on this nation can be positioned in the identical New Jersey mall the place WHP International relaunched the Toys R Us model on this nation, with its flagship Toys R Us retailer.

Yehuda Shmidman, Chairman of WHP International, mentioned the relaunch of Infants R Us will mirror the technique he used to carry again the Toys R Us. model.

“Once we acquired the Toys R Us and Infants R Us manufacturers just some years in the past the mission was clear. It was to carry again Toys R Us and Infants R Us to America,” Shmidman mentioned.

Step one, he mentioned would be the opening of a ten,000 square-foot Infants R Us flagship at American Dream, close to the Toys R Us flagship, adopted by the announcement of a nationwide retail associate, much like the partnership Toys R Us has with Macy’s.

WHP International initially partnered with Macy’s to promote toys on the Macy’s web site, below the Toys R Us model title. Final yr Macy’s and Toys R Us opened Toys R Us branded toy retailers in all Macy’s shops in time for the vacation season.

WHP International shouldn’t be but saying something about who the Infants R Us retail associate can be. The corporate plans to each have a digital presence and an expanded retail presence by a partnership, Shmidman mentioned.

The Toys R Us and Macy’s partnership has proceeded forward of schedule and “exceeded all expectations,” Shmidman mentioned. Macy’s executives have commented over the previous yr that the Toys R Us partnership is driving further guests to its web site and shops.

WHP International is predicted to announce the Infants R Us associate after the Infants R Us flagship retailer opens at American Dream this summer season.

The most important asset WHP might have with the Infants R Us relaunch on this nation might be the chance to revive the Infants R Us reward registry. Earlier than the chapter, the Infants reward registry gave Toys R Us entry to parents-to-be and new mother and father across the nation and was an vital software in profitable new clients, each for Infants R Us and Toys R Us.

Toys R Us founder Charles Lazarus “was a genius, method forward of his time,” Shmidman mentioned. “The thought of ​​having a toy retailer is one factor. The thought of ​​constructing a model round Toys R Us after which having a pure development from mother and father who’re elevating youngsters from new child in Infants R Us after which the development to Toys R Us is so sensible,” he mentioned.

Toys R Us and Infants R Us are cemented “as everlasting manufacturers in all of our reminiscences,” and Infants R Us is a trusted model millennials, who grew up as Toys R Us youngsters, will flip to, Shmidman mentioned.

WHP International has partnered with actress Gina Rodriguez, who’s making ready for the beginning of her first youngster, and who has 4.7 million Instagram followers, to advertise the return of Infants R Us.

The Infants R Us retailer at American Dream could have interactive experiences reminiscent of a stroller take a look at monitor, a photo-op station the place mother and father can announce their child, and a wishing tree, the place household and associates can share effectively needs.

The shop may also have options from the previous Infants R Us retailer fashions, together with a child registry lounge, and a studying heart for occasions and academic workshops.

It is going to give American Dream, which has the one flagship Toys R Us retailer within the nation, one other one-of-a-kind providing.

“We’re excited so as to add the primary Infants R Us flagship,” American Dream President and CEO Don Ghermezian mentioned in a press release. “Households with younger youngsters and anticipating mother and father can be thrilled to have entry to this unbelievable vacation spot for all their child associated wants,” Ghermezian mentioned.

Infants R Us shops function in additional than 20 international locations exterior of the USA, with over 100 shops. The model can be bought on-line in these international locations.

On this nation, the web site homepage has a Infants R Us “arriving quickly” message, and redirects guests to the Toys R Us web site.


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