Wayne, N.J. – Babies "R" Us announced that it has entered into a strategic partnership with TheBump.com, a leading pregnancy and parenting website that offers advice, ideas, resources and support to first-time parents as they navigate pregnancy.
Under the arrangement, Babies “R” Us’ registry will now be available to a new, expanded audience of moms-to-be who can create and share their registry directly from TheBump.com via its gift registry center.
In addition, the patented registry search tool on TheBump.com allows friends and family to easily find Babies "R" Us registrants' lists and buy them a gift. The partnership will continue to evolve and develop over time.
"When a mom-to-be learns she is expecting, she is eager to obtain information and recommendations from trusted parenting resources. Time and again, millions of moms have turned to both Babies "R" Us and The Bump throughout their journey to motherhood," said Peter Reiner, senior VP, marketing, Toys "R" Us, U.S. "Through this partnership, we are pleased to extend the reach of our Babies "R" Us Registry even further, and allow parents convenient and efficient access to create, build and share their registries with their loved ones through a respected and reputable site."
The two brands will support the partnership with a comprehensive cross-promotional program, inclusive of digital advertising, signage, registry materials and via The Bump My Pregnancy Calendar mobile app and newsletters, among other avenues.