HEIDI KLUM’S TRULY SCRUMPTIOUS KIDS COLLECTION FOR BABIES“R”US® CELEBRATES ITS FIRST BIRTHDAY

The Fashionable Mom of Four Celebrates #TrulyScrumptious Styles with a Standout Holiday Assortment, New Diaper Bags and More; Babies“R”Us Wraps Up its Project Doodle Contest as Kids’ Winning Designs Arrive in Stores Nationwide, Company Makes Additional $50,000 Contribution to Save the Children


WAYNE, NJ (September 24, 2013) – Babies“R”Us is commemorating the first birthday of Truly Scrumptious, an exclusive collection of baby and kid apparel, accessories and more designed by Heidi Klum, with all-new merchandise and special promotions. Since arriving in stores in Fall 2012, the line has continued to attract parents and gift-givers who shop Babies“R”Us for differentiated styles for their little ones. To honor the brand’s first birthday, the company will unveil fun and festive Truly Scrumptious apparel and accessories for sizes newborn through 5T in the coming weeks, as well as four “must-have” diaper bags sure to top expectant moms’ wish lists this season. The company will also leverage print and email marketing to engage customers in the celebration, as well as the Babiesrus.com/HeidiKlum brand page, which will be refreshed to showcase the new Truly Scrumptious pieces, while also calling attention to compelling offers.  

“This past year has been such an amazing journey – pouring my creativity and fashion experience into designing unique pieces and everyday styles for kids across the country. And, I’m truly excited to be celebrating the first birthday of my Truly Scrumptious brand with Babies“R”Us,” said Heidi Klum. “Whether parents and gift-givers are looking for an adorable bow-tie for their little man, a fancy tutu for their pint-sized princess or cozy, holiday-themed pajamas for their children to wear this winter, they will have great, new fashions to choose from at Babies“R”Us.”

Ensembles for Tots to Spend the Holidays Dressed in Style

The latest additions to the Truly Scrumptious collection will begin rolling into all Babies“R”Us stores across North America, as well as online at Babiesrus.com/HeidiKlum, on Saturday, October 12, just in time for the holiday dress-up season. These items, designed with fashionable flair and a dash of merriment, will undoubtedly top parents’ and gift-givers’ checklists as they shop for festive attire for their tiny tots. The assortment of apparel and accessories includes layette for little ones’ sizes newborn to 24 months, as well as playwear and separates for kids’ sizes 2T to 5T, and range from $4.99 to $39.99.

From leopard-print dresses, red-lined winter coats and fleece jackets with hoods and capes, to printed leggings, adorable monster bowties and snug hats, the assortment boasts a combination of fabrics to deliver both comfort and style. The collection also encompasses matching bibs with hats, booties and socks designed in leopard and monster styles, as well as warm pajamas, including mini snowman and elf designs for Santa’s smallest helpers.

Project Doodle Contest Winners’ Save the Children T-Shirts Come to Life in Stores

Earlier this year, Babies“R”Us hosted the Project Doodle Contest, encouraging little artists to submit hand-drawn creations for a chance to have their design featured on t-shirts that would be included in the Truly Scrumptious by Heidi Klum Fall collection. Design guru Heidi Klum led a panel of judges in choosing ten finalists, which were then posted on the Babies“R”Us Facebook page for public voting. The winning t-shirts, featuring adorable monsters, were designed by Faith, 5, from Orlando, Florida and Deryk, 6, from McAllen, Texas. Both shirts are now available at Babies“R”Us stores nationwide and online at Babiesrus.com/HeidiKlum. In conjunction with the Project Doodle Contest, Babies“R”Us donated $50,000 to benefit Save the Children’s U.S. Programs and, with the launch of these new designs, has provided an additional contribution of $50,000 to the company’s long-standing charitable partner to further its efforts to help children and families in times of need.

New Fall Diaper Bags Elevate Style Factor for Fashion-Conscious Parents

Moms and dads looking to bring all of their little one’s must-haves with them while on the go will find all-new, fashion-forward and affordable Truly Scrumptious diaper bags available at Babies“R”Us in late October. The four unique styles, ranging in price from $59.99 to $79.99, feature trendy designs, neutral colors, plush fabrics and special details, making them look and feel more like a favorite purse than a carryall. From a snakeskin-patterned leather tote to a chic black nylon bag, there is something for every mom’s individual style. Plus, the bags offer durability and practicable components, including a matching changing pad, storage pockets inside and out, and adjustable handles.

Heidi Klum to Hit the Runway During Kids Fashion Week in New York City

On Saturday, October 5, supermodel-turned-designer Heidi Klum will head back to the runway – this time leading a group of kids to strut their Truly Scrumptious stuff during Kids Fashion Week, which is presented by Petite Parade in collaboration with Vogue Bambini. The show, which will be held at New York City’s Industria Studio, will highlight a selection of stylish ensembles from both her Fall and holiday collections for Babies“R”Us. From a candy-colored palette of girls’ leggings, skirts, jackets and headwear to boys’ rockin’ tops, jeans, hats and high-tops, the designs set to come down the runway are sure to excite the crowd for what’s to come. 

“At Babies“R”Us, we’re committed to providing adorable fashions for the smallest trendsetters and ensuring that our products are affordable for moms and dads. We’re pleased to offer a standout selection of Truly Scrumptious differentiated apparel for babies and kids, plus an assortment of stylish diaper bags sure to turn heads,” said Tom Via, Senior Vice President, Juvenile, Toys“R”Us, U.S. “Heidi has a unique vision and distinctive fashion perspective, which has come to life through her offerings in our stores, and we are thrilled to celebrate our first year of partnership together.”

To generate excitement among the company’s Facebook fans at Facebook.com/Babiesrus, Babies“R”Us will continue to share Truly Scrumptious updates, highlight key products and engage shoppers in the distinctive brand. Customers can also join the conversation on Twitter by following @Babiesrus, @HeidiKlum and using #TrulyScrumptious.

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 877 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 685 international stores and over 170 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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Media Contacts:
Babies“R”Us
Adrienne O’Hara
(973) 617-4383
Adrienne.Ohara@toysrus.com

Samantha Xenis
(973) 617-5306
Samantha.Xenis@toysrus.com