TRU grows Babies'R'Us assortment

WAYNE, N.J. — Toys"R"Us is taking aggressive steps toward becoming a bigger player in the highly competitive baby products market, by expanding its offerings under the Babies"R"Us brand.

The company has introduced a new infant feeding line and an expanded assortment of bedding and room decor, food, formula, snacks and other essentials and now offers customers more than 1,600 products.

"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, VP product development juvenile and apparel for 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."

The expanded assortment includes an infant and toddler feeding line called "Purely Simple." Available in mid-August, both online at and in-store in the feeding aisle of Babies"R"Us and Side-by-Side stores nationwide, the line includes a variety of bottles and nipple designs, bottle warmer and cleaning and sterilization products.

The company has also 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.

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