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Toys”R”Us, Inc. has introduced an exclusive line of baby essentials—including diapers and wipes—under its Babies”R”Us brand name.

“Babies”R”Us has long been a destination and trusted resource for new and expectant parents as they navigate through the early stages of parenthood. We are proud to leverage our position as the baby product authority to offer parents a line of must-haves for their babies from a name they rely on and recognize,” said Jerry Storch, chairman and CEO, Toys”R”Us, Inc.”The Babies”R”Us line of essentials provides our value-conscious shoppers with a lower-priced alternative that matches the quality of other trusted brands in our stores.”

The Babies”R”Us-branded diapers are available in two varieties—Basic and Supreme—available in newborn to size 6 and offer super absorbency. With advanced leak protection, stretchable grip tabs and a comfort stretch waist, Basic Diapers aim to keep babies rash-free, as they contain ingredients from popular rash ointments, including vitamin E, aloe and zinc oxide and are perfume- and latex-free. Supreme Diapers provide extra comfort and protection including comfort leak side guards to maximize leak protection, an extra absorbent core for overnight use, size indicator and a soft moisture-proof cover. Prices ranging from $10.99 to $24.99—up to 40% less than brand name equivalents—allowing parents and caregivers to stock up and save.

Meanwhile, the baby wipes feature thicker, textured substrate technology for superior cleaning. Babies”R”Us Basic and Supreme Baby Wipes are available in scented or fragrance-free varieties. The wipes are hypoallergenic, alcohol-free and moistened with a mild cleansing solution gentle enough for baby’s face and hands. Both varieties of wipes are available in soft solo packs that are perfect for on-the-go cleanings or larger box containers for home. Prices are up to 33% less than comparable national brands.

Other products include laundry detergent, purified water and infant formula

Toys ‘R Us has been in the private label baby care business since 1997 with its Especially for Baby line. The new collection will replace the Especially for Baby brand.