WHAT'S NEWS?

South Africa, 12th February, 2026 - As South Africa marks Pregnancy Awareness Week this February, Babies R Us at Toys R Us has reaffirmed its commitment to maternal and neonatal health through its annual CSI Purple Heart initiative, raising R87,450 to support vulnerable mothers and newborns.

Funds raised through the campaign have enabled Babies R Us to sponsor 400 essential care bags for mothers at Rahima Moosa Mother and Child Hospital, South Africa’s only dedicated mother-and-child hospital. The first 200 care bags were distributed in January, while the remaining 200 care bags will be distributed in February to align with Pregnancy Awareness Week. Each care bag includes vital essential items, including blankets, baby toiletries, maternity pads and baby wipes, providing immediate relief to mothers who may otherwise go without basic necessities.

The Purple Heart Campaign invited customers nationwide to donate R5 with any online or in-store purchase, turning small acts of generosity into meaningful, practical support for families during a critical stage of care.

Rahima Moosa Mother and Child Hospital delivers more than 12,000 babies annually, providing specialised care to high-risk mothers and newborns from across Gauteng and beyond.

“Pregnancy Awareness Week is an important reminder that maternal health goes far beyond the delivery room,” says Catherine Jacoby, Marketing Manager at Babies R Us. “Through the Purple Heart Campaign, together with our customers we have collectively helped to ensure that mothers leave hospital with essential items that support both dignity and care in those first crucial days.”

Dr Joy Fredericks at Rahima Moosa Hospital comments: “We would once again like to thank Babies R Us for reaching out to meet the needs of the most vulnerable in our community. Their unwavering support continues to improve maternal and neonatal care across South Africa.”

In addition, Babies R Us celebrates its Pregnancy Awareness Week promotional campaign from 5 to 15 February 2026, offering parents-to-be access to selected pregnancy, wellness and baby essentials, while encouraging education and preparedness during pregnancy.

“We’re grateful to our supplier partners who have come on board to support this initiative,” Jacoby adds. “Their involvement enables us to extend the reach and impact of the campaign, ensuring more mothers and babies receive the support they need.”

Babies R Us continues to support parents through its wellness range available in stores nationwide, as well as its ‘Chat to a Nurse’ service, which offers parents access to professional guidance and reassurance when they need it most. Additionally, Babies R Us offers free virtual antenatal classes and a breast feeding course as well as a postpartum depression course.

“Parenting can feel overwhelming, especially during pregnancy,” Jacoby says. “Our role is to ensure parents know they’re not navigating it alone, whether through practical products, trusted information or access to expert support.”

As Pregnancy Awareness Week shines a spotlight on maternal wellbeing, Babies R Us encourages South Africans to continue supporting initiatives that invest in mothers and babies, helping build healthier families and communities for the future.