Babies "R" Us Expanding Partnership With Disney's Baby Brand
By Megan Zielinski, contributing writer
Through partnership with Disney’s Baby brand, Babies “R” Us is enhancing its registry experience for expectant mothers, providing an even wider selection of baby essentials to choose from, plus access to parenting tips, product information and inspirational ideas featured on Disney’s Baby brand site.
Babies “R” Us stores will now include a wide selection of Disney Baby products throughout retail stores and online. Soon-to-be mothers can browse Disneybaby.com, and directly add products to their Babies “R” Us registry from the site by conveniently clicking on the “buy or add to Babies “R” Us registry” green icon beside the product picture, creating a seamless connection between the two brands. A new category dedicated to Disney’s Baby brand products will also be added onto the Babies “R” Us website layout for on-site browsing. “The Babies ‘R Us” Registry is the most widely used registry among parents-to-be, and we are excited to extend its reach through our new relationship with the Disney Baby brand and to provide our registrants with an even broader assortment of unique merchandise,” said Tom Via, Senior Vice President, Babies“R”Us.
Disney Baby brand offers a wide selection of parenting must-haves for nursery, bathtime, mealtime, clothing, playtime, on-the-go, and baby’s firsts. The brand presents online customers with detailed product information and displayed ratings from social media visitors, such as the number of Facebook “likes” next to the products. With each category, customers can find helpful reads from Disney featured along with products, such as articles on making bathtime the best time and a list of bathtime songs to sing along with bath products available for purchase. The site also includes a blog section, providing new moms with interesting articles, such as “20 Fruit baby names” along with insight on baby topics and personal experiences from other moms.
“Working with Babies“R”Us allows us to introduce the magic of Disney Baby to a wider audience of new and expecting parents,” said Rob Michaelis, Director, Disney Baby.
With 2 million Facebook followers for Disney’s Baby Brand and 1.8 million for Babies “R” Us, the two brands will continue to update customers on collaborated promotions and special offers that appeal to new parents through all social media networks.