Babies"R"Us® And WhatToExpect.com® Enter Strategic Partnership To Provide Expectant Parents Access To Content And Resources

WAYNE, N.J., March 28, 2013 /PRNewswire/ -- Babies"R"Us^®, the nation's premier baby products retailer, and WhatToExpect.com^®, Heidi Murkoff's world-renowned pregnancy and parenting website, today announced that they have entered into a strategic partnership to offer expectant moms convenient access to their combined content and retail resources. As part of this collaboration, the Babies"R"Us Registry is now available on WhatToExpect.com.  Additionally, THE baby products authority plans to feature content from WhatToExpect.com through various Babies"R"Us channels.  The partnership will continue to evolve and expand over time.  WhatToExpect.com is published by Everyday Health, the leading health and wellness media company.

Beginning immediately, expectant parents are able to create their Babies"R"Us Registry directly from WhatToExpect.com when visiting the site for advice throughout their pregnancy.  This is the first time the Babies"R"Us Registry will be available through an external channel beyond Babiesrus.com and Babies"R"Us stores.  WhatToExpect.com will also feature Babies"R"Us user reviews and suggested must-have products to provide moms- and dads-to-be with the inspiration and confidence they need when creating a baby registry. The top choice among expectant parents, the Babies"R"Us Registry, to date, has been used by more than 18 million parents. WhatToExpect.com and its mobile apps reach nearly 4 million parents and pregnant women.

"Babies"R"Us and What to Expect are among the first places a mom turns to when she finds out she is pregnant, and we are pleased to offer moms-to-be the convenience of our combined resources in one location," said Peter Reiner, Senior Vice President, Marketing, Toys"R"Us, U.S. "We believe this partnership will enable us to broaden the reach of our Babies"R"Us Registry even further, and provide our customers even more comprehensive content about the journey of pregnancy and parenting from a trusted source."

Additionally, the Resource Center on Babiesrus.com will begin featuring expert editorial content from WhatToExpect.com, including articles, videos and tips from Heidi Murkoff, the creator of the What to Expect When You're Expecting pregnancy and parenting brand.  Topics will focus on both pre- and post-natal advice, including crib-training techniques, tips for bathing a newborn and diaper bag necessities, among other subjects. Babies"R"Us will use this content across its other channels, including on its social media sites and in its stores.

"What do expectant and new parents need – besides more sleep? They need information, support, reassurance, and realistic, practical preparation for the adventure that lies ahead. They also need a whole lot of baby products," said Heidi Murkoff.  "That's why our partnership with Babies"R"Us makes so much sense – between the What to Expect books, the What to Expect website and apps, and the most widely used baby registry, we'll be an easy-to-access, one-stop source for busy, sometimes overwhelmed moms and dads."   

The two brands will support the partnership with a comprehensive cross-promotional program, inclusive of digital advertising, social media and signage within Babies"R"Us stores nationwide.

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 873 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 640 international stores and over 160 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.

About WhatToExpect.com

WhatToExpect.com, published by Everyday Health, Inc., is the online home to Heidi Murkoff's globally recognized parenting and pregnancy brand, What to Expect®. Offering original content and innovative tools for pregnancy and parenting every step of the way, the digital reach is 4 million women through desktop and mobile, with a community activity every 1.5 seconds. Heidi Murkoff, author of the bestselling What to Expect ® series of pregnancy and parenting books, has helped guide more than 40 million families worldwide from conception through the toddler years and beyond. According to USA Today, this parenting book, known as the "Bible" to moms across the world, is bought by 93 percent of all expecting mothers who buy a guide. (Source: comScore)

SOURCE Toys"R"Us, Inc.