The world-renowned fashion icon and mom of four created a line of apparel, gear, room décor and furniture for the superstore, and Facebook and Twitter pre-launch activities, as well as a dedicated microsite, babiesrus.com/heidiklum, have been garnering excitement for the Sept. 15 launch.
The Truly Scrumptious Butterfly Wonderland bedding and room décor is shown with the Truly Scrumptious crib, dresser and chest in Cloud finish.
The company said this is the beginning of a long, collaborative relationship between Klum and Babies "R" Us that will include multiple new collections each year.
"Heidi Klum is known for her undeniable fashion sense, but she's also a hands-on mom of four who is representative of the millions of mothers who shop with Babies 'R' Us for the coolest mom must-haves, newest apparel and the latest gear," said Neil Mulhall, vice president, divisional merchandising manager for Babies "R" Us.
Truly Scrumptious apparel and accessories range from $4.99 to $39.99, and include layette for newborn to size 24 months; toddler apparel to 5T; and bibs, hats, mittens, booties, socks and sneakers.
The Truly Scrumptious line also includes three colorful patterns of bedding with matching room décor: Butterfly Wonderland, Dinosaur Tracks and Boho Harmony. The décor features paper lanterns, flowing canopies, paper mobiles, detailed lamps and decorative rugs. Elaborate wall art packages featuring 2-D and 3-D decals to create murals of trees, grass with flowers, dinosaurs or butterflies, will also be available at launch.
Two styles of furniture are also part of the mix, including cribs and dressers available with two or five drawers, in a white or sienna wood finish, which boast distinguishing details such as rope-like trim. The full bedding, room décor and furniture assortment ranges in price from $17.99 for crib sheets to $649.99 for five-drawer dressers.
The line will also launch with the Scope stroller, which comes in three colors, blue, raspberry and black, for $79.99. The stroller offers a simple, sleek style and enough storage for all of mom's needs.
"I always knew that I wanted to create great items for children - but I wanted to find a home where all of my ideas for babies and kids could be under one roof with a company that is truly the authority in the world of babies and kids," said Klum. "I finally found that with Babies "R" Us and am so excited to partner with them to launch my Truly Scrumptious collection. I designed this first collection not only with adorable kids in mind, but I thought of all the little details to make things easier on moms, too. From cool and stylish mix-and-match apparel, to fun and colorful floor-to-ceiling room décor, my Truly Scrumptious line has it all."
Babies "R" Us will begin airing a national TV commercial this month to support the Truly Scrumptious launch. Print advertisements will also appear in parenting magazines, newspaper circulars and Babies "R"' Us catalogs throughout the fall.
Additionally, the company has created a 100-plus page Big Baby Book, which highlights hundreds of must-have products and includes the introduction of Truly Scrumptious by Heidi Klum merchandise. The resource, which is available in Babies 'R' Us stores and OBGYN offices nationwide, features Klum on the cover.
