WhatToExpect.com and Babies"R"Us Launch "Love-it Lists" to Help Expectant Parents Create a Dream Baby Registry

NEW YORK, Sept. 12, 2013 /PRNewswire/ -- Heidi Murkoff's world-renowned pregnancy and parenting brand, What to Expect When You're Expecting, today announced the launch of its new baby registry tool on WhatToExpect.com in partnership with Babies"R"Us, the nation's premier baby products retailer. This unique product extends What To Expect's signature style of supportive and trusted advice into the often overwhelming and confusing process of selecting exactly what you need for a new baby –making it easy, visual and fun. 

(Photo: http://photos.prnewswire.com/prnh/20130912/NY78548 )
(Logo: http://photos.prnewswire.com/prnh/20101112/NY00568LOGO )
(Logo: http://photos.prnewswire.com/prnh/20120329/NY79032LOGO )

What To Expect's new "Love-it Lists" will help take the guesswork out of what products expectant parents actually need by crowdsourcing top products from its online community of moms and dads who have "been there, and bought that." To get inspiration on what they need for their baby, expectant parents can browse Love-it Lists of parent-chosen products by category, like nursery and car seats, or based on various lifestyle themes that best fit their own consumer profile, from suburban or urban mom to budget-conscious or fashion-forward. Even celebrity moms will share their picks—including the star of the What To Expect When You Are Expecting movie Elizabeth Banks, along with Vanessa Lachey, Tia & Tamera Mowry, celebrity fashion stylist Anya Sarre and more. 

While browsing Love-it Lists, expectant parents can easily add any product to their own Love-it List, which they can then share with friends and family through email and social media for comments and feedback. Once parents have compiled their dream Love-it List, just one click will enable them to transform it into their dream baby registry –at any Babies"R"Us store nationwide now.

"Let's face it, shopping for your baby-to-be is incredibly exciting – but it can also be incredibly overwhelming, especially for first-time parents, "said creator of What to Expect, Heidi Murkoff.  "With thousands of products to choose from, it's hard to know where to start. That's where Love-it Lists come in, providing parents-to-be with the best-product recommendations from fellow WTE moms and dads who've used them and loved them – taking the stress out of the registry process, helping parents feel inspired and confident in their product picks, and saving them valuable time."

The Love-it List tool is the only one of its kind that helps new parents curate registry wish lists in a visual format and turns that list into a baby registry at Babies"R"Us.

"At Babies"R"Us, we do everything we can to make preparing for little ones' arrival simpler for expectant moms and dads with our best-in-class Registry and unique partnerships with reliable information resources like What to Expect," said Peter Reiner, Senior Vice President, Marketing, Toys"R"Us, Inc. "The new Love-it List functionality on WhatToExpect.com is a wonderful tool that will serve as a destination for parents to learn more about fan-favorite products from parents and lifestyles that they can relate to. From there, customers can easily create their own Love-it Lists before printing and bringing them to their local Babies"R"Us to add to their registry."

These invaluable recommendations from experienced moms and dads in the parenting trenches will also allow Love-it List creators to determine the best-loved baby products on the market.  These products will then be considered for the first-ever "What to Expect: Mom's Most Loved" Awards, to be announced in 2014.  

About WhatToExpect.com
WhatToExpect.com, published by Everyday Health, Inc., is the online home to Heidi Murkoff's globally recognized parenting and pregnancy brand, WhatToExpect.com®. 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 WhatToExpect.com® 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)

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 872 Toys"R"Us and Babies"R"Us stores in the United States and Puerto Rico, and in more than 645 international stores and over 150 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.

SOURCE Everyday Health, Inc.