Hooray by Cynthia Rowley Features Classic-Styled Baby Basics with a Twist Available in Select Stores and Online

WAYNE, NJ (August 5, 2009) - Babies"R"Us today announced it has add an exclusive collection of fashion-forward baby products by distinguished designer Cynthia Rowley to its ever-growing assortment of differentiated merchandise offerings. From distinctive layette, playwear and bibs to perfectly patterned baby blankets and diaper bags, Hooray by Cynthia Rowley offers parents and gift givers a variety of adorably festive options for the littlest ones on their list. The full Hooray collection is 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 in September 2009.

The Hooray collection, inspired by Cynthia's love of unique details and color combinations that can be mixed and matched, marks her debut in the baby products market. And, with layette and playwear ranging from $7.99 to $29.99, and bibs, blankets and diaper bags ranging from $5.99 to $39.99, the line will surely appeal to style- and value-conscious shoppers alike.

"I've been dying to do baby clothes for a long time....I just wanted to find the right partner. I think that baby clothes should be reasonably priced and accessible. You don't need to worry about the kids growing out of them, or stains or rips. People can't believe the combination of the quality, the price and the style—it makes everything so easy," said Cynthia Rowley.

The fall apparel assortment includes layette pieces such as bodysuits, coveralls, dresses and accessories in sizes 0-12 months, as well as playwear separates for girls and boys from 3-48 months. The apparel line features a variety of signature prints, plaids, and striped and dotted patterns, using fabrics such as baby-soft corduroy and chunky sweater knits that boast unique trims and silhouettes. The full collection includes bibs that feature prints resembling tuxedos and gemmed necklaces; blankets that are cozy and luxurious; and diaper bags that offer fashion and function.

"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. "Designed with fashionable moms in mind, Hooray by Cynthia Rowley provides parents and gift givers with products to accessorize in style and create unique ensembles for the little one in their life at extremely affordable prices."

At seven years old, Cynthia Rowley constructed her first dress, and as a senior at the School of the Art Institute of Chicago, she sold her first collection of eight apparel pieces to a number of New York's most prominent specialty stores. Since then, the Cynthia Rowley Collection has grown to include a wide array of merchandise available in nearly 60 Cynthia Rowley shops in the United States and abroad, and online at From women's wear to dinnerware, the collection has received awards from The Council of Fashion Designers of America (CFDA).

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 The collection will expand in 2010 to include additional items such as bedding, soft bath, room decor and more.

About Toys"R"Us, Inc.
Toys"R"Us, Inc. is the world's leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. It currently sells merchandise in more than 1,500 stores, including 847 Toys"R"Us and Babies"R"Us stores in the United States, and more than 700 international stores in 33 countries, consisting of both licensed and franchised stores. In addition, it sells extraordinary toys in two FAO Schwarz stores in the United States. With its strong portfolio of e-commerce sites including,,, and, it provides shoppers with an unparalleled online selection of distinctive toy and baby products. In addition, the company operates, an online resource for parents. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs approximately 72,000 associates 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.


For more information please contact:

Babies "R"Us
Adrienne Giordano
Phone: (973) 617-5383

Jamie Beal
Phone: (973) 617-4761