BRITAIN'S LEADING BABY FEEDING BRAND MAKES ITS HIGHLY ANTICIPATED UNITED STATES DEBUT EXCLUSIVELY AT BABIES"R"US

BRITAIN'S LEADING BABY FEEDING BRAND MAKES ITS HIGHLY ANTICIPATED UNITED STATES DEBUT EXCLUSIVELY AT BABIES"R"US

THE Baby Products Authority Welcomes the Tommee Tippee Collection to the Delight of Eager Stateside Moms; Product Assortment Expected to Top Baby Registries in 2010

WAYNE, NJ (March 18, 2010)– After more than four decades of successful sales in the United Kingdom and around the world, the Tommee Tippee baby feeding brand is finally available to new and expectant parents in the United States, exclusively at Babies"R"Us. The company has made a home for the highly sought-after Closer to Nature line of infant feeding products and Explora line of mealtime accessories for toddlers among its ever-growing assortment of differentiated merchandise offerings. Likely to top Babies"R"Us registries in 2010, the collection can be found at Babies"R"Us stores nationwide and online at Babiesrus.com/TommeeTippee .

Inspired by nature and developed in conjunction with midwives, breastfeeding moms and babies, Closer to Nature bottles, pacifiers, disposable and milk-feeding bibs, bottle and nipple cleaners, formula dispensers and microwave steam sterilizers range from $4.99 to $69.99. Additionally, BPA-free Explora mealtime products are designed to take children from first sips to self-feeding with sippy cups, easi-roll bibs, bowls, plates, utensils and easi-mats. Products are available in vibrant, coordinating colors that kids will love at affordable prices sure to please cost-conscious parents.

"Since establishing the Tommee Tippee brand in 1965, it has become one of the premier, trusted baby products brands in the world, and the number one baby feeding brand in United Kingdom. And, for years, stateside parents have been eager to purchase the assortment without traveling abroad, which makes this long-awaited launch in the United States even more special," said Brenda Liistro, General Manager, Tommee Tippee, U.S. "We're proud to join Babies"R"Us, which is widely regarded as the baby products authority, in bringing innovative, quality baby feeding accessories to new and expectant moms to help ease their ‘mom-xiety'."

The Tommee Tippee collection is prominently featured among an eye-catching display of baby feeding merchandise at the forefront of Babies"R"Us stores. Making it easier for customers to navigate the store's vast selection of infant and toddler feeding products, clear brand and category signage has been added, as well as helpful flip charts that provide informative details about top feeding brands and offerings, including Tommee Tippee.

"The feeding category represents the first transitional stage in a baby's life – a paramount occasion for new moms. At Babies"R"Us, we pride ourselves on delivering all the product offerings necessary to carry our customers through each of the many memorable phases of early parenthood," said Gabe Miller, Vice President, Divisional Merchandising Manager, Babies"R"Us. "After bringing Tommee Tippee to our international stores in the U.K., France, Spain, Germany, and most recently, Japan – and receiving incredible customer response with each new launch – we are excited to be the first and only retail destination in the United States to offer Tommee Tippee products."

The company will support the launch of Tommee Tippee at Babies"R"Us with a comprehensive marketing campaign, including print and online promotions, in-store signage and a dedicated online boutique at Babiesrus.com/TommeeTippee. In June, customers can also shop Toys"R"Us stores for all of their Tommee Tippee needs.

Additionally, this summer, Tommee Tippee products will become available in Canada, exclusively at Babies"R"Us and Toys"R"Us stores.

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 1,550 stores, including 849 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 owns and 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, FAO.com and babyuniverse.com, it provides shoppers with an unparalleled online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys"R"Us, Inc. employs approximately 70,000 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.

 


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For more information please contact:

Toys"R"Us, Inc.
Adrienne Giordano
(973) 617-4383
Adrienne.Giordano@toysrus.com