Babies”R”Us has 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 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. “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.  Adds Maureen Watson, chief merchandising officer for Babies “R” Us, “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.  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.”  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