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Toys "R" Us Introduces Private Label Baby Essentials
February 03, 2010
Wayne, N.Y.-based Toys "R" Us Inc. has introduced an exclusive line of baby essentials marketed under its Babies "R" Us brand name. The private-label assortment, which includes a variety of powdered infant formulas, diapers, wipes, laundry detergent and purified water, began arriving in Toys "R" Us and Babies "R" Us stores in late 2009. The collection, which is packaged in traditional Babies "R" Us eggplant purple, yellow or pastel packaging, features the Babies "R" Us logo and is supported through in-store signage and an online presence, as well as through print advertising.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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