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Cynthia Rowley Launches Baby Line With Babies ‘R’ Us

The designer's new line for babies is called "Hooray by Cynthia Rowley."

Cynthia Rowley has a thing for babies.

This story first appeared in the August 10, 2009 issue of WWD.  Subscribe Today.

Next month, the contemporary designer will launch a full collection of baby products under the brand name Hooray by Cynthia Rowley, exclusively at Babies ‘R’ Us stores. The collection, which includes layette, bibs, blankets, diaper bags and playwear pieces meant to be mixed and matched, ranges in retail price from $5.99 to $39.99.

“I’ve been dying to do baby clothes for a long time….I just wanted to find the right partner,” said Rowley, a mother of two young daughters.

The fall Hooray by Cynthia Rowley assortment includes layette pieces such as bodysuits, coveralls, dresses and accessories in sizes newborn to 12 months, as well as playwear separates for girls and boys from three months to four years. The apparel line features an array of signature prints, plaids, striped and dotted patterns, in fabrics such as baby-soft corduroy and chunky sweater knits. The bibs feature kitschy tuxedo prints for boys and gemmed necklaces for girls.

The line will be sold in 155 Babies ‘R’ Us stores including the flagship Toys “R” Us in Times Square and Babies ‘R’ Us in Union Square in New York. The collection will also be available on babiesrus.com.