Toys 'R' Us to offer exclusive Babies 'R Us line

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By Beth Boehne

Story Created: Aug 11, 2008 at 11:02 AM EST

Story Updated: Aug 11, 2008 at 11:02 AM EST

NEW YORK (AP) — Toy retailer Toys "R'' Us Inc. said Monday it will offer an exclusive line of baby products and apparel at its Babies "R'' Us stores, created by Amy Coe.

The 300-piece collection, in stores this month, includes infant furniture, bedding sets, diaper bags, apparel and other products. Coe previously designed a line of children's bedding and other products for discount retailer Target Corp.

Gerald L. Storch, company chairman and chief executive, said in an interview that the line was created in order to put a contemporary spin on baby products with Coe's bright and modern-looking designs.

The "bright, colorful and fashion-forward" line allows the offshoot of Wayne, N.J.-based Toys "R'' Us to cover a range of styles, from traditional to contemporary, Storch said.

"We wanted a designer who could do furniture with shapes, color and designs that were exciting and new so that moms had an alternative to 40 cribs that all look the same," Storch said. "It was an opportunity to have really cool and different models particularly for parents who prefer a more contemporary look."

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