Toys R Us, Babies R Us Announce New Strategic Partnerships

Toys R Us and Babies R Us have unveiled two new partnerships that will help expand the brands' reach as 2014 gets underway.

With the Super Bowl set to take over New York and bordering state New Jersey, the NJ-based retailer is gearing up for a football-themed extravaganza at its Times Square flagship. The store will host interactive games, activities and events as part of Manhattan's "Super Bowl Boulevard," a 13-block stretch of retailers and pop-up shops that will be the epicenter of football entertainment during Super Bowl week.

"As the countdown to the big game begins, Toys R Us Times Square will transform into a football fan haven with themed apparel, winter weather gear, collectible sports figures and more," said Mindy Clements, vice president of flagship stores, in a statement. 

As part of the festivities, Toys R Us will host product demos of Madden NFL 25 in Xbox One kiosks, NFL stickers and the NFL Rush Zone "Kickoff" Trading Card Game, as well as football-themed cookie decorating and photo opportunities with Geoffrey the Giraffe. Fans can also stop by the custom Crayola station to create a complimentary, personalized team towel to bring to the game.

Babies R Us is also getting creative in finding ways to connect with customers through a new online partnership with The alliance allows customers' Babies R Us registries to be available to a wider group of parents-to-be.

"Time and again, millions of moms have turned to both Babies R Us and TheBump throughout their journey to motherhood," says Peter Reiner, senior vice president of marketing for Toys R Us. "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 Bump website is used by more than 18 million parents-to-be — many of whom are going through this journey for the first time. The two brands will support the partnership with a far-reaching promotional program, inclusive of digital advertising, signage and registry materials via The Bump My Pregnancy Calendar mobile app, newsletters, sponsored blog content and more.

For more see:
-this Toys R Us press release
-this Babies R Us press release

Related stories:
Toys R Us Creates Personalized Black Friday Ads With Video Technology
Toys R Us HR and Merchandising Execs Leave in CEO's Wake
Toys R Us Fighting To Return The Old-Fashioned Way: It's Actually Fighting
Toys R Us Drives Mobile Toys for Holiday Season
Toys R Us Has Best Mobile Shopping Customer Experience