BABIES“R”US® REDESIGNS PRIVATE LABEL DIAPER LINE WITH ENHANCED BENEFITS AT GREAT VALUE

New Assortment of Diapers and Training Pants Provide Babies with Better Fit, Absorbency and Comfort

WAYNE, NJ (October 1, 2015) – Babies“R”Us®, the nation’s leading dedicated baby products retailer, has redesigned its namesake diaper line to better deliver on parents’ needs for their little ones. The enhanced assortment of diapers, available exclusively at Babies“R”Us, features better leak protection and comfier fit with an everyday competitive price as low as 15 cents per diaper. Providing parents with simple diapering solutions, the proprietary line of diapers offers moms, dads and caregivers a new, improved absorbency that helps keep baby drier – even through the night – and a flexible, stretch waistband so baby is comfortable and the diaper secure. New playful designs also add a touch of fashionable fun that won’t break the piggybank. Available in newborn through size six, the disposable line is offered in “jumbo,” “super” and “value” packs ranging in price from $7.99-$29.99.

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“Babies“R”Us is the destination and reliable resource for baby essentials, and as the industry authority, we continually strive to enhance the benefits of products that matter most to parents and that impact their everyday lives,” said Reg McLay, Senior Vice President, Babies“R”Us Business. “The redesigned diapers provide our value-conscious shoppers with a lower-priced alternative that matches the quality of other diapers found on the market.”

The collection of Babies“R”Us branded products, including Babies“R”Us diapers, first arrived on shelves in late 2009 with the introduction of a variety of essentials, such as wipes, laundry detergent and purified water. Since that time, the company has continued to innovate its proprietary products in an effort to offer families alternative, affordable options that provide the benefits they want and the care their children deserve.

Additionally, for toddlers making their way out of diapers, the company redesigned its training pants with a “Wetness Indicator,” alerting parents with a design that fades when their little one is wet. They also come with easy open sides for smooth, quick changes.

The exclusive line of Babies“R”Us essentials offers parents and caregivers a wide range of infant and toddler products for everyday needs at affordable prices. Customers can easily identify the assortment by its distinctive purple and white Babies“R”Us logo to know that the product will play an essential role in raising a happy and healthy baby.

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. Merchandise is sold in 864 Toys“R”Us and Babies“R”Us stores in the United States, Puerto Rico and Guam, and in more than 730 international stores and over 240 licensed stores in 38 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys at FAO.com. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.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 66,000 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, Twitter.com/Babiesrus and Twitter.com/FAOSchwarz.

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Press Contacts:
Babies“R”Us, U.S.
Cheryl O’Brien
973-617-4380/646-366-8825
Cheryl.Obrien@toysrus.com

Samantha Xenis
973-617-5306/646-366-8826
Samantha.Xenis@toysrus.com