Babies R Us partners with designer Cynthia Rowley on baby line

Will debut in September

-- Home Textiles Today, 8/11/2009 10:15:00 AM

Wayne, N.J. – Babies ‘R’ Us is adding an exclusive collection of fashion-forward baby products by designer Cynthia Rowley. Hooray by Cynthia Rowley will include layette, playwear, bibs, baby blankets and diaper bags.

The full Hooray collection will be available in 155 Babies ‘R’ Us stores, including its flagship stores Toys ‘R’ Us Times Square and Babies ‘R’ Us Union Square, and online at

Babiesrus.com

Hooray marks Rowley's debut in the baby products market. Retails on layette and playwear will range from $8 to $30, while bibs, blankets and diaper bags will be priced from $6 to $40.

“As the baby products authority, we constantly reevaluate our merchandise assortment and seek opportunities to feature exciting new products that can't be found anywhere else. Partnering with Cynthia Rowley allows us to offer our Babies ‘R’ Us customers a collection with a remarkable fashion stamp,” said Maureen Watson, chief merchandising officer, Babies ‘R’ Us.

Babies ‘R’ Us will support the launch of the Hooray by Cynthia Rowley collection with a comprehensive marketing campaign, inclusive of print and online promotions, in-store signage and a dedicated boutique online at Babiesrus.com/CynthiaRowley. The collection will expand in 2010 to include additional items such as bedding, soft bath, room decor and more.