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Babies R Us to launch "Truly Scrumptious" line by Heidi Klum

April 30, 2012|By Shan Li
  • Heidi Klum, shown with three of her four children, is designing a line of baby apparel and accessories for Babies R Us.
Heidi Klum, shown with three of her four children, is designing a line of… (Gina Ferazzi / Los Angeles…)

Model and reality television host Heidi Klum is adding another notch to her resume -- this time designing baby wear and accessories for the Babies R Us chain.

The collection, dubbed "Truly Scrumptious by Heidi Klum," will include a "trend-right" assortment of furniture, decor, apparel and other "affordable luxuries for little ones" that will be in stores and online this fall, the company said in a statement.

Klum, a mother of four, joins a roster of other celebrity moms and high-wattage designers who have parlayed their star power into the kids' market. Diane von Furstenberg recently collaborated with Gap for a collection of brightly patterned baby and children's clothing and accessories. In January, actress Jessica Alba rolled out a line of Earth-friendly baby products called Honest Co.

Klum said the "Truly Scrumptious" line was inspired by her own experiences shopping for her children.

"My friends always joke that I'm the go-to person for advice on gifts and gear," Klum said in the company statement. "Now, I get to bring my ideas to moms everywhere."

The fall collection will include layette sets for babies up to 24 months and playwear for kids up to 5 years of age.

RELATED:

Target's Jason Wu line a hit with shoppers

Diane von Furstenberg collection hits GapKids, BabyGap stores

Start-up Spotlight: Jessica Alba creates e-commerce brand Honest

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