Funtastic is set to relaunch Toys R Us sister brand Babies R Us in the Australian market. 

The relaunch will begin with new products being uploaded to the Babies R Us website in the coming weeks, with a wider assortment in the works for the second half of 2021. 

The relaunch forms part of Funtastic's revamped offering and strategic review of operations, and also follows the sale of its confectionery business for $1.05 million to Sweet Season in January. 

"The relaunch of Babies R Us is a significant milestone and important phase in the development of the group," CEO Louis Mittoni said. 

"It will support our mission to connect with, and accompany, expectant, new and returning parents throughout their parenting journey." 

The launch of Babies R Us back into the market also follows significant growth of Toys R Us and Hobby Warehouse, especially over the Christmas and school holiday periods. 

According to Funtastic, the Toys R Us platform delivered strong website performance and brand awareness results, with online traffic up more than 200% in January/February 2021.

Meanwhile, the business said online sales doubled year-on-year, with the online platforms recording $10 million in revenue in the first half of 2021.

The Group has also acquired an additional 5500sqm short-term warehouse facility in Victoria to keep up with demand.

Mittoni added that Babies R Us will launch backed with the knowledge and learnings from the launch of Toys R Us and the heritage of Hobby Warehouse. 

"The success and learnings from our Hobby Warehouse and Toys R Us digital engagement with customers will help shape our offering, which promises to be a unique retail experience to delight both parents and children alike.

"We’re excited to be entering a buoyant, but under-represented, retail category and look forward to offering shoppers an exciting alternative," he said. 

The eCommerce launches across the globe of the Toys R Us brands seems to be faring far better than the US concept stores, after TRU Kids Brands (parent company of Toys R Us and Babies R Us) recently closed its two concept stores after having launched them in November 2019 as part of a comeback strategy. 

On a local level, CEO Louis Mittoni has spoken of plans to open experience stores, but this is yet to come to fruition. 

In the meantime, the focus remains on the Babies R Us launch. 

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