Golden Bear grows In The Night Garden Range
Brand expands popukar range in AW 18
A staple property in DHX Brands’ preschool portfolio, In the Night Garden is seeing an entirely new refresh for its popular plush collection in 2018. Beloved characters Igglepiggle, Upsy Daisy and Makka Pakka are getting a new look that includes larger eyes, bolder colours and softer fabrics to provide extra comfort at bedtime.
The new range will be promoted via a playtime, bath time and bedtime-themed TVC in AW18, which will focus on the Press-and-Go Vehicles, Igglepiggle’s Lightshow Bath Time Boat and – hero product of the plush line – Sleepy-time Igglepiggle. The fun and new Press-and-Go Vehicles encourage dexterity as young children press down the characters and watch as the vehicles race across the room.
The toys are available in Igglepiggle and Upsy Daisy characters, both seated in bright and colourful vehicles. Igglepiggle’s Lightshow Bath-time Boat is designed to brighten up any pre-schooler’s bath time whilst also aiding the wind down process before bedtime. The boat features an amazing light up function, creating a colourful and soothing display in the water. Also comes complete with two floating shapes that fit into the boat’s shape sorter, and an Igglepiggle figure that can be split into two to create a watering can and pouring cup. Completing the In the Night Garden bedtime routine is the adorable Sleepy-time Igglepiggle, which has soothing lullabies and soft glowing cheeks to help reassure and relax little ones at bedtime.His iconic red blanket adds extra comfort and his head sways in time to the music. “In the Night Garden is an enormously popular brand which has become an integral part of the bedtime routine for little ones,” commented Christine Nicholls, Vice Chairman and Director of Product Development at Golden Bear. “We’re looking to build on this with our 2018 range, where our hope is to create an even stronger bond between In the Night Garden and families’ bedtime routines with products that help soothe and settle as well as help to develop good sleeping habits.”