The opening at American Dream marks a return of the brand to the U.S., and the company has plans for a national rollout of locations in the future.
“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 in a statement.
The Babies R Us flagship will include interactive experiences for shoppers, including a Stroller Test Track, a Bon Voyage photo station where parents can announce their new arrival, and a Wishing Tree, where friends and family can share their well wishes.
The location will also have a baby registry lounge, a nursery design center that contains room set displays, a learning center for private events and workshops, and a space to feed and change babies.
Babies R Us will begin to roll out content and resources for new and expecting parents across its digital channels prior to the flagship opening.
