US retailer Babies ‘R’ Us is joining forces with the Disney Baby to launch online and in-store products for new and expecting parents.

The partnership will see the Babies ‘R’ Us Registry become accessible to DisneyBaby.com‘s audience of more than 18 million expectant parents, and for in-store retail, TRU’s Babies ‘R’ Us will stock a robust selection of Disney Baby products and launch marketing initiatives.

A Disney Baby brand shop is also expected to launch on Babiesrus.com and both companies will leverage their social media platforms on Facebook and Twitter to engage consumers with cross-promotional activity.

The deal comes as Toys ‘R’ Us looks to boost its US sales after recent declines and plans to increase its and Babies ‘R’ Us’ efforts around e-commerce and social recommendations.

In January, Babies ‘R’ Us partnered with US-based parenting and pregnancy site TheBump.com to further expand its registry audience.