BABIES“R”US AND HEIDI KLUM TEAM UP TO LAUNCH EXCLUSIVE LINE OF BABY PRODUCTS
The World’s Leading Dedicated Baby Products Retailer to Introduce a New and Unexpected Assortment of Apparel, Bedding, Furniture, Gear and Accessories Designed by the Fashionable Mom of Four
WAYNE, NJ (April 26, 2012) – Babies“R”Us today announced that it has partnered with world-renowned fashion icon and mom of four, Heidi Klum, to create an exclusive collection of affordable luxuries for little ones, adding to its growing assortment of differentiated product offerings. This new collection, Truly Scrumptious by Heidi Klum, will be available in all Babies“R”Us stores across North America and online at Babiesrus.com beginning this fall.
From apparel and accessories perfect for mixing and matching, to bedding, room décor and gear featuring fun, colorful patterns, as well as optimal functionality, the collection is being designed for newborns, infants, toddlers and growing kids. The fall apparel assortment will include layette for little ones up to 24 months, as well as whimsical playwear and separates for kids from 2 to 5 years.
With nearly a decade of mom know-how and a unique perspective from her work in the fashion and entertainment industries, Heidi Klum is drawing upon her own experiences to create a line of distinctive baby products with a fresh look, feel and practicality that mothers will love. Klum has personally conceptualized and designed the Truly Scrumptious collection and applied her very own “mom stamp of approval” to each item that will be available at Babies“R”Us.
“Over the years, I’ve made countless shopping trips to Babies“R”Us looking for the coolest gear, trying out the newest toys and shopping for fun clothes. Babies“R”Us is the ultimate authority in baby products,” said Klum. “I’m so excited to partner with them to create a fun, magical and unexpected collection that is also affordable. I know how important it is for moms to make smart purchases when it comes to shopping for their ever-growing children. My friends always joke that I’m the go-to person for advice on gifts and gear. Now, I get to bring my ideas to moms everywhere that offer function with a fashionable flair. My designs for Truly Scrumptious have really been inspired by all the adorable children who are just that – truly scrumptious – and deserve to have nothing but the best!”
“Heidi Klum is the ultimate hands-on mom, and is representative of the millions of mothers who trust Babies“R”Us to offer high quality, fashionable and practical products,” said Aaron Kopolow, Vice President, Merchandising Manager, Babies“R”Us. “We’re thrilled to partner with Heidi to bring our customers Truly Scrumptious, a trend-right assortment of baby items that are reflective of her unique point-of-view as a mom.”
Further details on the product assortment, as well as the comprehensive marketing campaign to support the fall launch, will be announced at a later time.
About Toys“R”Us, Inc.
Toys“R”Us, Inc. is the world’s leading dedicated toy and juvenile products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 876 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 625 international stores and over 140 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys“R”Us, Inc. can be found on Toysrusinc.com. Follow Toys“R”Us, Babies“R”Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.
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