International market to get taste of Babies’R’Us’ Scrumptious line by Heidi Klum
WAYNE, N.J. — Babies”R”Us is getting ready to give its exclusive Truly Scrumptious line designed by Heidi Klum the international treatment.
Following Truly Scrumptious’ successful U.S. launch in fall, the retailer decided to roll out the line of products for babies and children in more than a dozen countries outside the U.S. beginning early 2013.
The collection includes accessories and apparel in sizes newborn to 5T. The line includes tie-dye tees, floral prints, bright hues, colored jeans and printed leggings. The collection also features a selection of bibs, socks, hats and other accessories, as well as footwear.
"Designing and launching my Truly Scrumptious collection with Babies"R"Us has been one of the most exciting and fulfilling projects I've worked on, because I'm a mom of four, and I just love creating adorable fashions for kids to enjoy," said Klum. "I'm so excited to expand the availability of Truly Scrumptious products to families around the globe, including my home in Germany. I hope this global audience will, too, find the styles to be the perfect combination of cool and comfortable for the little ones in their lives."
Along with the U.S. launch this fall, the collection debuted in Babies"R"Us locations in Canada, as well as stores in China, Hong Kong, Singapore and Malaysia. By March 2013, stores in Australia, Austria, France, Germany, Japan, the UK, UAE and Switzerland will carry Truly Scrumptious by Heidi Klum apparel and accessories.
"We knew that Heidi Klum's undeniable fashion sense and mom know-how would translate to great products and choices for Babies"R"Us customers when we first launched the collection in our stores across the U.S.," said Ira Hernowitz, senior leader, Global Juvenile Brands, Toys"R"Us, Inc. "Now, we're delighted to bring her fresh, fun and one-of-a-kind designs to shoppers in our stores on a global basis. This next phase of the Truly Scrumptious brand and our partnership with Heidi Klum is part of our ongoing strategy to offer trend-right and differentiated product offerings to our customers around the world."