Babies’R’Us shows off new baby bump

Babies"R"Us has entered into a strategic partnership with TheBump.com, a leading pregnancy and parenting website that offers advice, ideas, resources and support to first-time parents.

Used by more than 18 million parents to date, the Babies"R"Us Registry will now be available to a new, expanded audience of moms-to-be who can create and share their registry directly from TheBump.com via its Gift Registry Center. With more than 5 million monthly unique visitors toTheBump.com, moms-to-be visit the Gift Registry Center for advice on where to register. In addition, the patented registry search tool on TheBump.com allows friends and family to easily find Babies"R"Us registrants' lists and buy them a gift. The partnership will continue to evolve and develop over time.

"When a mom-to-be learns she is expecting, she is eager to obtain information and recommendations from trusted parenting resources. Time and again, millions of moms have turned to both Babies"R"Us and The Bump throughout their journey to motherhood," said Peter Reiner, SVP, marketing, Toys"R"Us, U.S. "Through this partnership, we are pleased to extend the reach of our Babies"R"Us Registry even further, and allow parents convenient and efficient access to create, build and share their registries with their loved ones through a respected and reputable site."

"Our members rely on TheBump.com for its expansive content, resources, interactive tools and online community, which essentially equips them with everything they need to know about becoming a mom," said Kathleen Kimple, EVP of e-commerce and registry, XO Group. "That's why our partnership with Babies"R"Us, the most widely-used baby registry, is so fitting, as moms-to-be will be able to secure information and advice to then create a registry with a retailer they trust."

The two brands will support the partnership with a comprehensive cross-promotional program, inclusive of digital advertising, signage, registry materials and via The Bump My Pregnancy Calendar mobile app and newsletters.