Babies"R"Us today 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 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. And, with layette and playwear ranging from $7.99 to $29.99, and bibs, blankets and diaper bags ranging from $5.99 to $39.99, the line will surely appeal to style- and value-conscious shoppers alike.

"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.

The fall apparel assortment includes layette pieces such as bodysuits, coveralls, dresses and accessories in sizes 0-12 months, as well as playwear separates for girls and boys from 3-48 months. The apparel line features a variety of signature prints, plaids, and striped and dotted patterns, using fabrics such as baby-soft corduroy and chunky sweater knits that boast unique trims and silhouettes. The full collection includes bibs that feature prints resembling tuxedos and gemmed necklaces; blankets that are cozy and luxurious; and diaper bags that offer fashion and function.

"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," said Maureen Watson, Chief Merchandising Officer, Babies"R"Us. "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."

At seven years old, Cynthia Rowley constructed her first dress, and as a senior at the School of the Art Institute of Chicago, she sold her first collection of eight apparel pieces to a number of New York's most prominent specialty stores. Since then, the Cynthia Rowley Collection has grown to include a wide array of merchandise available in nearly 60 Cynthia Rowley shops in the United States and abroad, and online at CynthiaRowley.com. From women's wear to dinnerware, the collection has received awards from The Council of Fashion Designers of America (CFDA).