Babies”R”Us Private Brand Baby Essentials

Wayne, New Jersey based toy retailer Toys”R”Us has launched a new Private Brand of baby essentials using its Babies”R”Us brand name. In 1997, the company entered into the private brand baby essentials business under the Especially for Baby name. With the introduction of this new brand, the Especially for Baby brand will transition to the Babies”R”Us brand and Toys “R” Us joins the long list of US retailers who have made significant shifts in their Private Brand portfolio including Walmart, Target and Duane Reade.

The collection of Babies”R”Us products began arriving in Toys”R”Us and Babies”R”Us stores in late 2009 with the introduction of multiple powdered infant formulas, diapers, wipes, laundry detergent and most recently, purified water.

“Babies”R”Us has long been a destination and trusted resource for new and expectant parents as they navigate through the early stages of parenthood. We are proud to leverage our position as the baby products authority to offer parents a line of must-haves for their babies from a name they rely on and recognize,” said Jerry Storch, Chairman and CEO, Toys”R”Us, Inc.  “The Babies”R”Us line of essentials provides our value-conscious shoppers with a lower-priced alternative that matches the quality of other trusted brands in our stores.”

Exclusive Baby Essentials Collection

The Babies”R”Us line of baby essentials includes an assortment of infant formula, diapers, wipes, laundry detergent and purified water, which come in traditional Babies”R”Us eggplant purple, yellow or pastel packaging featuring the Babies”R”Us logo. The company is supporting the assortment through in-store signage and an online presence at, as well as through print advertising. In addition, a brochure featuring select items is available in stores. Highlights of the collection include:

Powdered Formula: Presenting customers with nutritious, tailored choices for their little ones, Babies”R”Us offers five unique varieties of powdered infant formulas, right for every stomach, including soy-based, Gentle®, lactose sensitive and two unique milk-based selections. Complete with all the vitamins, minerals and nutrients full-term babies need to support growth and development during their first year, Babies”R”Us infant formulas meet the nutritional levels recommended by the American Academy of Pediatrics and are packaged in containers free of bisphenol-A (BPA). While Babies”R”Us infant formula is made with all the same nutrients as other well-known infant formula brands, it can be purchased for up to 50 percent less, at prices ranging from $12.99 to $15.99.

Diapers: The Babies”R”Us-branded diapers come in two varieties – Basic and Supreme – available in newborn to size 6, and offer super absorbency. With advanced leak protection, stretchable grip tabs and a comfort stretch waist, Basic Diapers aim to keep babies rash-free, as they contain ingredients from popular rash ointments, including Vitamin E, Aloe and Zinc Oxide, and are perfume- and latex-free. Supreme Diapers provide extra comfort and protection, including comfort leak side guards to maximize leak protection, an extra absorbent core for overnight use, size indicator and a soft moisture-proof cover. Both varieties are available in mega bags and value boxes at prices ranging from $10.99 to $24.99 – up to 40 percent less than brand name equivalents – allowing parents and caregivers to stock up and save.

Baby Wipes: Offering a thicker, textured wipe for superior cleaning, Babies”R”Us Basic and Supreme Baby Wipes are available in scented or fragrance-free varieties.  The wipes are hypoallergenic, alcohol-free and moistened with a mild cleansing solution gentle enough for baby’s face and hands. Both varieties of wipes are available in soft solo packs that are perfect for on-the-go cleanings, or larger box containers for home.  Ranging in price from just over $1 for the travel pack to $12.99 for the value box, the wipes are available at up to 33 percent less than comparable national brands.

Laundry Detergent: Available in 64 or 96 load containers, as well as in a high efficiency offering, Babies”R”Us Baby Laundry Detergent is priced between $14.99 and $18.99 – nearly 33 percent lower than comparable brands. The cleaning agents in the detergents are double concentrated, offering a powerful liquid laundry detergent that is gentle on clothes and sensitive to baby’s skin. In addition, the cleansers in Babies”R”Us Baby Laundry Detergent are biodegradable and break down naturally into simpler compounds, making them environmentally friendly.

Purified Water: The most recent addition to the collection is Babies”R”Us Purified Baby Water. Complete with added minerals for optimized flavor, the water is used to mix with powdered infant formula. One gallon is priced at $0.99, nearly 30 percent less than competitor brands.

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Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.