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BABIES“R”US PARTNERS WITH WORLD RENOWNED FASHION DESIGNER CYNTHIA ROWLEY TO LAUNCH EXCLUSIVE LINE OF BABY PRODUCTS

Posted Aug 16 2009 10:06pm

Hooray by Cynthia Rowley Features Classic-Styled Baby Basics with a Twist

Available in Select Stores and Online

WAYNE, NJ (August 5, 2009) – Babies“R”Us today announced it has added
an exclusive collection of fashion-forward baby products by distinguished
designer Cynthia Rowley to its ever-growing assortment of differentiated
merchandise offerings. From distinctive layette, playwear and bibs to
perfectly patterned baby blankets and diaper bags, Hooray by Cynthia Rowley
offers parents and gift givers a variety of adorably festive options for
the littlest ones on their list. The full Hooray collection is available
in 155 Babies“R”Us stores, including its flagship stores Toys“R”Us
Times Square and Babies“R”Us Union Square, and online at Babiesrus.com
in September 2009.

The Hooray collection, inspired by Cynthia’s love of unique details and
color combinations that can be mixed and matched, marks her debut in the
baby products market. And, with layette and playwear ranging from $7.99 to
$29.99, and bibs, blankets and diaper bags ranging from $5.99 to $39.99,
the line will surely appeal to style- and value-conscious shoppers alike.

“I’ve been dying to do baby clothes for a long time….I just wanted to
find the right partner. I think that baby clothes should be reasonably
priced and accessible. People can’t believe the combination of the quality,
the price and the style–it makes everything so easy,” said Cynthia
Rowley.

The fall apparel assortment includes layette pieces such as bodysuits,
coveralls, dresses and accessories in sizes 0-12 months, as well as
playwear separates for girls and boys from 3-48 months. The apparel line
features a variety of signature prints, plaids, and striped and dotted
patterns, using fabrics such as baby-soft corduroy and chunky sweater knits
that boast unique trims and silhouettes. The full collection includes bibs
that feature prints resembling tuxedos and gemmed necklaces; blankets that
are cozy and luxurious; and diaper bags that offer fashion and function.

“As the baby products authority, we constantly reevaluate our merchandise
assortment and seek opportunities to feature exciting new products that
can’t be found anywhere else. Partnering with Cynthia Rowley allows us to
offer our Babies“R”Us customers a collection with a remarkable fashion
stamp,” said Maureen Watson, Chief Merchandising Officer,
Babies“R”Us. “Designed with fashionable moms in mind, Hooray by
Cynthia Rowley provides parents and gift givers with products to
accessorize in style and create unique ensembles for the little one in
their life at extremely affordable prices.”

At seven years old, Cynthia Rowley constructed her first dress, and as a
senior at the School of the Art Institute of Chicago, she sold her first
collection of eight apparel pieces to a number of New York’s most
prominent specialty stores. Since then, the Cynthia Rowley Collection has
grown to include a wide array of merchandise available in nearly 60 Cynthia
Rowley shops in the United States and abroad, and online at
CynthiaRowley.com. From women’s wear to dinnerware, the collection has
received awards from The Council of Fashion Designers of America (CFDA).

Babies“R”Us will support the launch of the Hooray by Cynthia Rowley
collection with a comprehensive marketing campaign, inclusive of print and
online promotions, in-store signage and a dedicated boutique online at
Babiesrus.com/CynthiaRowley. The collection will expand in 2010 to include
additional items such as bedding, soft bath, room décor and more.

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