Nursery retailer Mamas & Papas has landed a deal with the world’s biggest toys and parenting specialist Toys R Us to launch the Mamas & Papas brand in the US through Babies R Us stores.

Mamas & Papas will sell a selection of its mid-price products, such as accessories and pushchairs, in 23 of the US retailer’s stores initially, including three of its Manhattan flagship stores, including FAO Schwarz.

Launching this autumn, Mamas & Papas claimed the deal will yield an estimated $10m to $15m (£6.7m to £10.1m) in the first year of trading.

If the range trades well there is an opportunity to roll out the brand in other stores. Babies R Us has 340 shops altogether. Parent Toys R Us has more than 1,500 stores worldwide and hopes to stage an IPO raising $800m (£540.8m).

At present Mamas & Papas has 61 stores in the UK, Eire and the Middle East, and its products are available through partnerships in 23 markets including Japan and Australia.

The Yorkshire-based family-run business generated sales of £121m in the full year to March 31.

Mamas & Papas commercial director Tim Maule said: “The deal marks a significant step forward in our global ambition to become the world’s favourite nursery brand as our ranges are now available in three major markets.”

This deal only covers nursery products, but Mamas & Papas aims to take its entire range, including fashion, global within three years.

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