BABIES“R”US® ANNOUNCES NEW SERVICES AND UNIQUE SOLUTIONS TO ASSIST EXPECTANT AND NEW PARENTS WITH NEWBORN FEEDING JOURNEY

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Babies“R”Us Stores Nationwide Celebrate Breastfeeding Awareness Month with Official Rollout of Breast Pump Rental Service and Special “Happy Bonding” Events, Reinforcing its Position as THE Baby Products Authority


WAYNE, NJ – (July 31, 2014)Babies“R”Us®, the nation’s leading dedicated baby products retailer, has introduced a comprehensive series of compelling and differentiated services and solutions designed to help new and expectant parents navigate the journey of newborn feeding. Dedicated to ease parents’ decision-making process when it comes to selecting feeding options and products that are right for them and their babies, Babies“R”Us serves as the ultimate destination for educational resources, best-in-class feeding products and accessories, as well as opportunities to offset the costs associated with purchasing breast pumps.

Babies“R”Us Partners with Medela to Offer Breast Pump Rental Service

The company has partnered with Medela, a leading manufacturer of breast pumps and postnatal supplies, to provide the Medela Breast Pump Rental Service to parents nationwide. Now, customers visiting any Babies“R”Us store across the country can work with a store associate to rent the Medela Hospital-Grade Symphony® Double Electric Breast Pump. This breast pump is equipped with protective membrane barriers that separates the air from the pump to the kit, keeping it sanitary, and was designed with great efficiency to help increase production in less time. The Symphony Double Electric Breast pump has been designated by the majority of U.S. hospitals as the breast pump of choice.

Customers can rent the Medela Symphony Breast Pump, which normally retails for over $2,000, for 30 days for $75, 60 days for $140 or 90 days for $180. The benefits of renting this hospital-grade breast pump go far beyond the actual cost, as this service allows new moms to determine if nursing is the best option for them and their little one. The program remains flexible, with the opportunity to extend a rental after 30 days.

“Well before new parents bring their babies home, they look to Babies“R”Us as a trusted resource for information and products to make their journey easier and more affordable. We’re thrilled to partner with Medela – one of the most respected feeding brands – to bring a unique solution and value proposition to moms who shop with us,” said Tom Via, Senior Vice President, Babies“R”Us, Toys“R”Us, U.S. “A breast pump is a big investment, and this new rental service allows our customers the opportunity to explore this option with less commitment and a smaller price tag.”

THE Baby Products Authority Introduces Nationwide Breast Pump Solution Program

To help ensure parents are taking optimal advantage of the Affordable Care Act (ACA), which mandates that health insurance carriers offer breastfeeding support and supplies, Babies“R”Us is introducing its Breast Pump Solutions Program. Through this program, Babies“R”Us will provide expectant parents an easy-to-use resource to find a breast pump available through their health plan and have it shipped directly to their home.

Expectant and new parents can simply call 855-567-8669 and, within 24 hours, they will receive an email detailing a list of nursing equipment available through their health insurance plan. Customers will receive full product specifications for each item covered through their insurance, and have the ability to place an order for any of the products that suit their needs.

“Happy Bonding” Events In Stores and on Social Media
On Saturday, August 9 from 10am–12pm, Babies“R”Us stores nationwide will celebrate Breastfeeding Awareness Month with a “Happy Bonding” event, providing new and expectant moms the opportunity to receive useful information, product giveaways and meet others who are at the same stage of parenthood. Certified event experts, as well as lactation consultants at select stores, will help answer questions about newborn feeding, facilitate discussions about breast pump rentals, and assist guests in navigating the new ACA policies and the options available to them.

Attendees can also peruse three showcase tables to discover key feeding products and accessories, including the Boppy Nursing Cover, Playtex Nurser Newborn Gift Set and Medela Pump & Save Breastmilk Storage Bags, 20 count, each of which won a 2014 What To Expect “Mom Loves It” Award in the breastfeeding category. Customers will receive samples, educational handouts and coupons, while supplies last on a first come, first-served basis (no rain checks). Each store will also host raffles with giveaways ranging from a Lansinoh New Mom Starter Set to the Playtex Nipple Variety Pack

Those unable to attend the in-store event can participate in a Babies“R”Us “Happy Bonding” Twitter Party hosted by Heidi Murkoff, the author of the world-renowned pregnancy and parenting website WhatToExpect.com. Twitter followers of @BabiesRUs can join the conversation on Monday, August 4 at 2pm EST, and ask Heidi questions about nursing, bottle-feeding, tips and tricks to keeping babies happy and healthy, and more, by using the hashtag #BRUHappyBonding.

The Perfect Newborn Feeding Products for Any Lifestyle

Babies“R”Us is dedicated to helping every parent find the feeding solutions best suited to them and their newborn. Whether they’re a full-time working mom looking for the most efficient breast pump and storage solutions, a nursing mom seeking useful information and products to make each feeding session comfortable for them and their baby, or a parent of a bottle-fed baby interested in identifying products to help with reducing colic, Babies“R”Us is the one-stop destination for the answers and items needed to make this journey easier.

Following are a variety of notable feeding products available at Babies“R”Us stores and online at Babiesrus.com:

Medela Hospital-Grade Symphony® Double Electric Breast Pump from Medela

The Medela Symphony Breast Pump is the first breast pump to provide 2-Phase Expression technology, reducing the amount of time required for each pumping session. The Symphony Breast Pump also provides Maximum Comfort Vacuum which has enables higher efficiency when pumping. Available for renting at Babies“R”Us stores.

Munchkin® LATCH 16-Piece Newborn Bottle Starter Set from Munchkin®

The new LATCH bottles are designed to help baby ease through the transition from breast and to, and back. Every baby is different and every mom’s milk flow varies, which is why this starter set is equipped with different items to best meet baby’s needs.

Similac® Advance Newborn Formula Bottles Ready to Feed 8-Pack from Abbott Nutrition

The Ready-to-Feed Formula is complete nutrition for baby’s first year. The formula provides baby with the immune-supporting nutrients naturally found in breast milk, including nucleotides, prebiotics and carotenoids. The bottles come ready to feed; there’s no powder measuring or mixing. Just twist off the cap, and the formula is ready for baby.

Tommee Tippee® Closer to Nature® 9oz. Feeding Bottle from Tommee Tippee®

The Closer to Nature 9oz. Feeding Bottle is designed with a unique, easy-latch-on nipple shape to mimic the natural movement of breastfeeding. The bottle’s super-sensitive Easi-Vent valve encourages a comfortable and relaxed feeding. This product is BPA free.

Additionally, Babies“R”Us stores nationwide regularly host classes with local Certified Lactation Consultants to offer professional advice and practical tips, helping prepare moms for a successful nursing experience. Customers can browse all the classes available at their local store here.

About Toys“R”Us, Inc.

Toys“R”Us, Inc. is the world’s leading dedicated toy and baby products retailer, offering a differentiated shopping experience through its family of brands. Merchandise is sold in 878 Toys“R”Us and Babies“R”Us stores in the United States and Puerto Rico, and in more than 705 international stores and over 190 licensed stores in 35 countries and jurisdictions. In addition, it exclusively operates the legendary FAO Schwarz brand and sells extraordinary toys in the brand’s flagship store on Fifth Avenue in New York City. With its strong portfolio of e-commerce sites including Toysrus.com, Babiesrus.com, eToys.com and FAO.com, it provides shoppers with a broad online selection of distinctive toy and baby products. Headquartered in Wayne, NJ, Toys“R”Us, Inc. employs approximately 70,000 associates annually worldwide. The company is committed to serving its communities as a caring and reputable neighbor through programs dedicated to keeping kids safe and helping them in times of need. Additional information about Toys“R”Us, Inc. can be found on Toysrusinc.com. Follow Toys“R”Us, Babies“R”Us and FAO Schwarz on Facebook at Facebook.com/Toysrus, Facebook.com/Babiesrus and Facebook.com/FAO and on Twitter at Twitter.com/Toysrus and Twitter.com/Babiesrus.

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