Babies"R"Us Making Comeback With Flagship Store In Bergen County

BERGEN COUNTY, NJ — After going out of business in 2018, the beloved brand Babies"R"Us is making a comeback by opening its first flagship store this summer at American Dream in Bergen County.

Marketed as a "one-stop shop for all things baby," the flagship store is the result of a partnership with brand management firm WHP Global, which acquired Babies"R"Us and Toys"R"Us in 2021, and the East Rutherford mega-mall.

WHP Global's plan to open the store at American Dream will hopefully kick off a national rollout of Babies"R"Us in the future, the firm's chair and CEO Yehuda Shmidman said.

Shmidman added that the mission of her firm, which owns the Babies"R"Us parent company Tru Kids, has been "laser-focused" on bringing the brand back to the U.S.

"We achieved that mission for Toys“R”Us by opening our global flagship at American Dream (just over a year ago) and through our landmark partnership with Macy’s," Shmidman said.

The American Dream store will offer products, services and expertise to support new and expecting parents, and debut interactive experiences, such as a stroller test track, a photo-op station for baby announcements, and a wishing tree for babies on the way.

“We know that families with young children and expecting parents will be thrilled to have access to this incredible destination for all their baby related needs," Don Ghermezian, President and CEO of American Dream, said.

Customers can also expect updated versions of features from old store models, including a baby registry lounge, a design center with baby room set displays, and a baby "comfort zone" for feeding and changing — "all designed for an engaging, enjoyable, and stress-free (shopping) experience."