Golden Bear launches In The Night Garden Baby
New infant collection of licensed plush, rattles and more launch in brand’s 10th anniversary year
Golden Bear is taking In the Night Garden into the nursery sector in SS17 with the launch of In the Night Garden Baby, a beautiful collection of nursery toys based around the TV show’s much-loved characters Igglepiggle, Upsy Daisy and Makka Pakka.
Building on the strength of its In the Night Garden pre-school line - the number four top pre-school license* - In the Night Garden Baby targets infants and babies 0-18 months. The range is the perfect introduction to the perennially popular brand and includes adorable plush toys in pastel colours as well as themed Blankies, Rattles and Hanging Chimes, all designed to delight and entertain little ones, as well as stimulate the senses.
“We’re delighted to be diversifying our In the Night Garden collection with the introduction of a stunning new nursery range,” said Katherine Pierce, Senior Licensing and Marketing Manager at Golden Bear. “Our knowledge and experience of the brand, which has continued to expand and evolve over the past eight years via the on going progression of our successful pre-school line, means that it is a natural step for us. The range completely captures the essence of In the Night Garden, and with its soft fabrics and muted tones, is perfect for a nursery audience.”
The multi-sensory Soothe and Glow Igglepiggle plush joins the range later in the year, offering reassuring visual stimulation and character recognition. The collection will be presented at The Baby & Toddler Show in March and supported by a PR and marketing campaign in the spring.
Debbie Walker, Brand Manager at DHX added: “In the Night Garden has become an evergreen property in the UK, a trusted and much-loved brand with characters that children cherish and remember. We’re thrilled that In the Night Garden Baby will be extending the brand’s presence into the homes and hearts of the youngest fans. Golden Bear’s gorgeous new toy range marks the start of a wider product roll-out during 2017.”