Babies 'R' Us adds Amy Coe collection
By Staff -- Playthings, 8/11/2008 8:59:00 AM
WAYNE, N.J.—Babies "R" Us is partnering with designer Amy Coe for a collection of baby merchandise that the retailer says is its largest introduction by an exclusive designer.
The Amy Coe Collection at Babies “R” Us will include infant furniture, bedding sets, room decor, diaper bags, plush and gifts, meal-time accessories, layette and apparel for infants and toddlers. It debuts this month in more than 230 Babies "R" Us stores nationwide and online at www.Babiesrus.com.
Novelty gift bags, cards and wrap, from American Greetings, were also designed by Amy Coe as part of the new collection.
"Amy Coe brings an entirely fresh perspective to our baby fashion business with distinctive patterns and colors that provide a clear point of differentiation for us," said Deb Derby, president of Babies "R" Us. "The collection is not only trend-right and fashionable for today's savvy moms, but it is priced affordably for the value-conscious consumer in all of us. We are very excited about this partnership and about offering this new collection to our customers."
Babies "R" Us will support the launch of the Amy Coe Collection with a comprehensive marketing campaign inclusive of print and online promotion, in-store signage and a special Amy Coe Collection boutique in stores and online.
