JML and retailer partner for 'Something for Mums' concept which launches in September.
TV star and celebrity mum Myleene Klass will target mums visiting Toys R Us this September.
Consumer brand JML and the toy retailer have partnered for a 'Something for Mums' concept, which will launch in the form of a six-store trial.
Myleene Klass Nails and Belvia Bra will be among the branded products on display in stores, in a bid to target mums.
Ken Daly, CEO of JML, said: "We’re excited at the prospect of working with Babies R Us at Toys R Us. It’s usually mums who make the purchasing decision at Toys R Us, so our product range is focused on them and their needs.
"It seems a very natural marriage of two markets and we look forward to future opportunities together."
Belvia Bra has sold over 3 million units worldwide since launching in March this year.
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