Company Engages its Facebook Fans and Twitter Followers, Unveils Interactive Look Book and an Exciting Sweepstakes, Allowing Customers to Preview and Share their Favorite Truly Scrumptious Fashions; Babies“R”Us Plans Comprehensive Marketing Campaign to Support the September Launch, Including National Print and Broadcast Advertisements and Impactful In-Store Presentations

WAYNE, NJ (August 15, 2012) – Babies“R”Us® today announced that the first delivery of its brand-new and exclusive assortment of products for babies and children, Truly Scrumptious designed by Heidi Klum, will arrive in its stores across North America and online at on September 15. The world-renowned fashion icon and mom of four created this distinctive and unexpected collection for kids, sizes newborn to 5T, further adding to the company’s growing assortment of differentiated products. To celebrate the upcoming launch of this new line, Babies“R”Us is unveiling an engaging online look book and providing eager customers with an opportunity to enter for a chance to win a visit by Heidi to their hometown. The launch of Truly Scrumptious is the beginning of a long, collaborative relationship between Klum and Babies“R”Us that will include multiple new collections each year.

The official countdown has already begun in the digital space on and @Babiesrus on Twitter where fans and followers can find regular updates on pre-launch activities, view special behind-the-scenes videos and access unique information. Today, the company also launched a dedicated microsite,, which will serve as an online hub for shoppers who want to learn more about the Truly Scrumptious collection and preview the assortment before it’s available for purchase.

“I always knew that I wanted to create great items for children – but I wanted to find a home where all of my ideas for babies and kids could be under one roof with a company that is truly the authority in the world of babies and kids. I finally found that with Babies”R”Us and am so excited to partner with them to launch my Truly Scrumptious collection,” said Heidi Klum. “I designed this first collection not only with adorable kids in mind, but I thought of all the little details to make things easier on moms, too. From cool and stylish mix-and-match apparel, to fun and colorful floor-to-ceiling room décor, my Truly Scrumptious line has it all. I’m really proud of what we’ve created and can’t wait to share it on September 15th.”

Adorable Baby-to-Big-Kid Fashions with Flair

Parents and gift-givers are sure to adore the Truly Scrumptious apparel and accessories, which range from $4.99 to $39.99, available in all Babies“R”Us stores across North America, as well as online at starting Saturday, September 15. Featuring signature characters and whimsical designs, such as pink and purple butterflies, googly-eyed monsters, and green and blue dinosaurs, the assortment includes layette for little ones, sizes newborn to 24 months, as well as playwear and separates for kids, sizes 2T to 5T, made with a combination of fabrics for functionality and comfort.

The assortment is notable for its fashionable flair, including trendy military- and varsity-style jackets, red and black straight leg jeans, striped leggings, burnout technique tees, unique embroidered details and stylish tutus with whimsical accents, all of which are perfect for mixing and matching. The collection is rounded out with a selection of bibs, hats with faux mohawk trim, mittens with monster eyes, booties and socks with dinosaur details, as well as sneakers.

Vibrant Room Décor Collections and Gear Perfect for On-the-Go Parents

When the Truly Scrumptious line launches next month, customers can choose from three fun, colorful patterns of bedding with matching room décor. The motifs include Butterfly Wonderland, Dinosaur Tracks and Boho Harmony, and features paper lanterns, flowing canopies, enchanting paper mobiles, detailed lamps and decorative rugs. Elaborate wall art packages featuring 2-D and 3-D decals to create murals of trees, grass with flowers, dinosaurs or butterflies, will also be available at launch.

To help create a complete look for little ones’ rooms, parents will find two styles of furniture, including cribs and dressers available with two or five drawers, in a White or Sienna Wood finish, which boast distinguishing details such as rope-like trim. The full bedding, room décor and furniture assortment ranges in price from $17.99 crib sheets to $649.99 five-drawer dressers.

The line will also launch with the Scope stroller, which comes in three colors, Blue, Raspberry and Black, for $79.99. The stroller offers a simple, sleek style and enough storage for all of mom’s needs.

“Heidi Klum is known for her undeniable fashion sense, but she’s also a hands-on mom of four who is representative of the millions of mothers who shop with Babies“R”Us for the coolest mom must-haves, newest apparel and the latest gear,” said Neil Mulhall, Vice President, Divisional Merchandising Manager, Babies“R”Us. “We’re thrilled to partner with Heidi to bring our customers the Truly Scrumptious collection of trend-right apparel, accessories, bedding, room décor, furniture, gear and more that are sure to stand out when they arrive in our stores on September 15.”

Comprehensive Digital Campaign Includes Social Media Program, Interactive Look Book and Once-in-a-Lifetime Sweepstakes

To generate excitement among the social media community in advance of the launch, Babies“R”Us is leveraging its Facebook page, The company’s more than four million Facebook fans will get an insider’s view of all the launch plans and excitement through:

Pre-launch news teasers;
Exclusive updates on Truly Scrumptious events; and
Access to special behind-the-scenes photos and videos
Customers can also join the conversation on Twitter by following @Babiesrus and using the #TrulyScrumptious hashtag.

Truly Scrumptious by Heidi Klum Look Book: Starting today, customers can preview the broad collection, kicking off with apparel and accessories, with a specially designed digital look book.

The look book can be found at and on the company’s Facebook page at
Online visitors can browse the assortment and select their Truly Scrumptious fashion favorites to create personalized, tailored collections.
Users can then name their collections before sending it to friends via Facebook’s “share” functionality.
Truly Scrumptious by Heidi Klum Sweepstakes: As an added bonus for those eager to select their favorite Truly Scrumptious styles for the little one in their life, Babies“R”Us today launched a sweepstakes on

Now through September 14 at 11:59pm EST, customers who enter the sweepstakes will have the chance to win a grand prize or one of 20 weekly prize drawings.
This October, Heidi will visit the hometown of the one lucky grand prize winner, where she will join them, plus four friends, for a private brunch at Babies“R”Us.
The winner also will be treated to a $500 Truly Scrumptious shopping spree, as Heidi highlights some of her personal favorites from the collection.
After entering the sweepstakes on, customers can receive additional entries each time they create and share their own unique styles using the Truly Scrumptious by Heidi Klum Look Book application.

Marketing Campaign to Include National Broadcast and Print Advertisements

On Wednesday, September 12, the company will begin airing a national TV commercial to support the Truly Scrumptious launch. It will air throughout September on syndicated shows on ABC, CBS and NBC networks, including “Dr. Oz,” “Live! with Kelly” and “katie” with Katie Couric, as well as cable networks, including TBS, TNT, USA, WeTV and TLC. Print advertisements will also appear in parenting magazines, newspaper circulars and Babies“R”Us catalogs throughout the fall.

Additionally, the company has created a 100-plus page Big Baby Book, which highlights hundreds of must-have products, and includes the introduction of Truly Scrumptious by Heidi Klum merchandise. The reliable resource, which is now available in Babies“R”Us stores and OBGYN offices nationwide, features Heidi on the cover.

Babies“R”Us Stores to Feature Impactful Signage and Merchandising Displays

When customers visit Babies“R”Us stores on Saturday, September 15, they’ll be met with colorful signage throughout the store touting the availability of Truly Scrumptious. The vivid in-store creative elements include decals placed on entrance doors, window posters and hanging banners to draw consumers to sections of the store where Heidi’s products are merchandised.

To download images of the Truly Scrumptious logo and Heidi Klum, as well as products in the collection, please click here. To download broadcast-quality b-roll footage, please click here.

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 876 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 625 international stores and over 140 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,, and, 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 Follow Toys“R”Us, Babies“R”Us and FAO Schwarz on Facebook at, and and on Twitter at and

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Kathleen Waugh
(973) 617-5888

Adrienne O'Hara
(973) 617-4383