Princeton-based children’s apparel retailer adds second shop

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Westfield Garden State Plaza is celebrating the arrival of high-quality children’s apparel retailer Toobydoo.

Located on Level 2 near Seasons 52, the new shop’s offerings include clothing from newborn to size 12, accessories, toys and books.

Known for its personalized custom gift sets, Toobydoo allows shoppers to mix and match clothing, toys and accessories to create the perfect surprise, making it a gifting go-to for birthdays, baby showers and other special occasions.

Founded over a decade ago in New York City by Sonja Lips, the now Princeton-headquartered brand is sold at more than 200 retailers across the U.S. and abroad.

Lips, along with her husband, Paul, a designer, started by selling to high-end department stores, such as Barney’s, Saks Fifth Avenue and Neiman Marcus, before eventually launching their own brick-and-mortar store in downtown Princeton at Palmer Square.

When asked what attracted her to bring the brand to the Bergen County mall, Lips said, “We love the vibe at Garden State Plaza, especially some of the new installations, like the Garden Social that’s in close proximity to our store. We are excited to join the Westfield family and contribute to the fun shopping experience.”

Wesley Rebisz, senior general manager of Westfield Garden State Plaza, said they’re excited to welcome Toobydoo to the retail lineup.

“We’re always looking for new and exciting ways to engage our customers and Toobydoo’s vibrant colors and inviting store concept are sure to be a magnet for families, grandparents and anyone else looking to outfit and entertain today’s active and expressive child,” he said.

Following its May 15 debut, Toobydoo at Westfield Garden State Plaza is open 10 a.m. to 9 p.m. Monday through Thursday and from 10 a.m. to 9:30 p.m. on Fridays and Saturdays.