Babies“R”Us® to Roll Out Truly Scrumptious Collection Designed by Heidi Klum to International Markets
After Successful U.S. Launch, Apparel and Accessories for Little Ones from the Fashionable Mom of Four to be Introduced in Markets Across the Globe in Early 2013
WAYNE, NJ – Babies“R”Us® today announced that its exclusive assortment of products for babies and children, Truly Scrumptious designed by Heidi Klum, will be introduced in more than a dozen countries outside of the U.S. beginning in early 2013. This distinctive and unexpected collection of apparel and accessories for kids, sizes newborn to 5T, was launched in Babies“R”Us stores across the U.S. this fall and was met with an enthusiastic reception by parents and gift-givers who appreciated the fanciful embellishments, fun characters and whimsical details offered by the Truly Scrumptious styles. The global rollout of Truly Scrumptious represents the next step in the collaborative partnership between Klum and Babies“R”Us.
“Designing and launching my Truly Scrumptious collection with Babies“R”Us has been one of the most exciting and fulfilling projects I’ve worked on, because I’m a mom of four, and I just love creating adorable fashions for kids to enjoy,” said Heidi Klum. “I’m so excited to expand the availability of Truly Scrumptious products to families around the globe, including my home in Germany. I hope this global audience will, too, find the styles to be the perfect combination of cool and comfortable for the little ones in their lives.”
Along with the U.S. launch this fall, the collection debuted in Babies“R”Us locations in Canada, as well as stores in China, Hong Kong, Singapore and Malaysia. By March 2013, stores in Australia, Austria, France, Germany, Japan, the UK, UAE and Switzerland will carry Truly Scrumptious by Heidi Klum apparel and accessories.
“We knew that Heidi Klum’s undeniable fashion sense and mom know-how would translate to great products and choices for Babies“R”Us customers when we first launched the collection in our stores across the U.S.,” said Ira Hernowitz, Senior Leader, Global Juvenile Brands, Toys“R”Us, Inc. “Now, we’re delighted to bring her fresh, fun and one-of-a-kind designs to shoppers in our stores on a global basis. This next phase of the Truly Scrumptious brand and our partnership with Heidi Klum is part of our ongoing strategy to offer trend-right and differentiated product offerings to our customers around the world.”
The new assortment launching globally, including the U.S., in early 2013 is notable for its trendy flair, including tie-dye tees, floral prints, bright hues, colored jeans, printed leggings and much more, all of which are perfect for mixing and matching. The collection is rounded out with a selection of bibs, socks, hats and other accessories, along with stylish footwear.
Babies“R”Us locations in Australia, Canada, France, Germany, Japan, Spain and the UK will also offer the Scope stroller, which offers a simple, sleek design and enough storage for all of mom’s needs.
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 875 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 645 international stores and over 150 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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