Toys”R”Us Dramatically Expands Babies”R”Us Branded Products

Wayne, NJ, based, Toys”R”Us today announced that it will offer a new infant feeding line of bottles and accessories, as well as baby gear, as part of the Babies”R”Us Private Brand. In addition, the company has expanded its assortment of Babies”R”Us branded bedding and room decor, food, formula, snacks and other essentials, and now offers customers more than 1,600 affordable, high-quality products from a brand they identify with and trust.
“As the baby products authority, Babies”R”Us has long been the destination for preparing for the arrival of a new baby, offering parents a robust product assortment and knowledgeable associates to help them navigate this exciting, but often intimidating, time in their lives. With the expansion of our line of Babies”R”Us-branded products, that same reliability is found in new lines of quality items that make parenthood easier from infancy through childhood,” said Larry Azar, Vice President, Product Development, Juvenile and Apparel, Toys”R”Us, Inc. “For the company, the expansion of Babies”R”Us-branded products provides a true competitive point of difference as we further our initiative to offer products that are not available anywhere else.”
Items included in the Babies”R”Us branded product lines offer the same quality parents expect of national brands, at an affordable price point. Highlights of new and expanded lines under the Babies”R”Us brand name include:
Infant and Toddler Feeding: A new line of bottles and accessories called “Purely Simple” will be available in mid-August, both online at and in-store in the feeding aisle of Babies”R”Us and Side-by-Side stores nationwide. Product display signage will serve to educate parents on the features and benefits of the bottles, which are available as single bottles and packs of three, in both five and nine-ounce sizes. Slow, medium and fast flow nipples will also be available in packs of two. Expectant parents will find all of the essentials needed in the Infant Starter Set, which includes two five-ounce bottles with slow flow nipples, two nine-ounce bottles with slow flow nipples, one pacifier for babies zero to six months and one bottle and nipple brush. To make mealtime a breeze, Babies”R”Us now offers a bottle warmer for heating milk or formula to the optimal temperature, and a range of items for cleaning and sterilizing bottles and feeding accessories. A food processor to make homemade purees is also available.
From newborns to toddlers, and even to families, Babies”R”Us offers a wide selection of nutritious formula, food and snacks. For babies, the company offers ready-to-feed milk-based formula, and seven different types of powdered formulas, including soy-based, newborn milk-based, next stage milk-based, gentle milk-based, advantage milk-based, premium milk-based and lactose sensitive, as well as rice and oatmeal cereals. For older babies, a dozen unsweetened and unsalted, all natural fruit and vegetable purees with no artificial ingredients are available. Parents of toddlers will find an assortment of puffs, little wheels, little munchers, yogurt fruit bites and even animal crackers, to satisfy their little ones’ snacking needs.
Babies”R”Us also offers hundreds of styles of bibs and burp cloths for everyday meals, as well as dozens to celebrate holidays such as Halloween, Thanksgiving, Christmas and Easter.
Bedding and Room Decor: Babies”R”Us has expanded its assortment of crib and bassinet sheets with approximately 100 different sheets in varying fabrics, colors and patterns. In Babies”R”Us stores nationwide, new displays feature swatches of each different fabric available. Parents and gift givers can touch and feel the sheets before purchasing them to select the sheet that best suits their baby’s needs – choosing from percale, knit, sateen, flannel, tencel, organic and brushed fabrics.
This year, the company is also bringing its assortment of blankets, room decor and organization items, formerly under the “Koala Baby” and “Little Boutique” labels, together under the Babies”R”Us brand. Room decor is available in several themes, as well as solid-color pieces to correspond with any style options, and includes lamps and shades, nightlights, light switch covers, customizable alphabet and other wood wall art and wall decals. To keep the nursery organized from floor to ceiling, Babies”R”Us offers space-savers such as wicker baskets, nylon and canvas storage bins, hampers and hanging closet organizers in various sizes, colors and patterns, including those to match the room decor themes.
At Home Must-Haves: Since keeping babies safe and comfortable at home is parents’ top priority, from the first night in their crib to when they’re suddenly moving and scooting all over, Babies”R”Us offers a deluxe wood stairway gate, black and white and color video monitors, cabinet and drawer latches, corner guards and other in-home safety items. In addition, a metal step and release gate, secure stairway gate and 6-panel play yard from Babies”R”Us will be available this fall to help parents keep curious tots from getting into areas they shouldn’t.
Gear on the Go: From basic umbrella strollers for quick errands to a new selection of high-end strollers, the Babies”R”Us brand offers numerous strollers to suit parents’ and babies’ needs – most with several fabric choices for little ones to ride in style. Convertible car seats also available under the Babies”R”Us brand and manufactured by Safety 1st can accommodate infants and toddlers from 5 to 65 lbs. Babies”R”Us will continue to introduce new baby gear items in the coming months.
Rhapsody Gear Collection – Style at Home and On-the-Go: For stylish parents and kids, Babies”R”Us has introduced a complete line of baby gear in its on-trend Rhapsody collection, including a stroller, car seat, high chair and play yard. Produced in partnership with Baby Trend, the entire line features sophisticated red and gray tones, in complementary patterns and prints. The “outdoor” gear items sport a geometric pattern and the “indoor” gear items feature a safari print with adorable giraffes, elephants and lions.
“B is for Bear” Collection: Available this fall, the “B is for Bear” collection is not only gender-neutral, its muted tones make it easy to match to any nursery decor. “B is for Bear” includes a play yard, travel swing and bouncer, produced in partnership with Baby Trend, as well as several car seat accessories, such as a double headrest, strap covers, neck cushions and a carrier cover. For bathtime, the “B is for Bear” collection features a hooded towel with mitt, wash cloths and towel, all of which feature an adorable bear design. All bath items are 100% cotton woven terry cloth, with 100% cotton applique characters.
Apparel: To outfit the tiniest tots, the company offers Babies”R”Us-branded apparel in sizes newborn through 24 months. Primarily focused on layette and basic items, the line offers quality wardrobe essentials that are both adorable and affordable.
Everyday Essentials: The Babies”R”Us brand provides everything parents need to make bath time and beyond a breeze, from baby shampoo, oil, lotions and washes to toys for fun-time and towels and robes for dry-time. To clean everything other than baby, the company also offers an assortment of laundry detergents and dryer sheets. And, for the seemingly endless diaper changes, Babies”R”Us has wipes, value boxes of regular and supreme diapers, as well as training pants to help with the transition to the potty. Babies”R”Us “Baby Blues” diapers – faux denim diapers for both boys and girls that are sure to make for the most fashionable tots in town – are available in stores nationwide and online at With a multi-colored skull and crossbones on one version, and a pink peace sign on the other, babies are practically runway-ready.

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Christopher Durham
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.