Baby born partners with Abbey Clancy

Published on: 9th November 2020

The brand has also announced a collaboration with iChild to bring doll play to bath time.

Baby born has announced celebrity mum and fashion icon Abbey Clancy as its brand ambassador for autumn 2020, promoting new fashion lines.

As part of the campaign, Abbey is set to reveal a series of fun and fashionable ‘Style Diaries with Baby born’ posts on her Instagram, where she and her youngest daughter, Liberty, will dress up and create stylish content and fun fashions for themselves, as well as Baby born.

In addition, Abbey will be sharing some of her fashion insider knowledge with exclusive styling tips for parents and children to try out, while also offering advice on festive outfits. The hints and tips will be shared on Baby born’s social channels and used to inspire influencer content supporting the campaign, with a series of Instagram-led videos and images going live over the coming weeks.

The partnership supports the launch of the new Baby born Weather Duck Wardrobe, which comes with a handy Berta Duck weather dial to help kids select what clothes Baby born should wear each day. The wardrobe comes complete with drawers and plenty of cupboard space, plus a sticker sheet.

The content also focuses around Baby born’s ever-expanding clothing collection. New fashions this season include the Baby born 4 Season Set, Baby born Deluxe Dungarees Set, Baby born Deluxe Rain Set, Baby born Deluxe Cold Day Set and more.

Kasia Leskow, marketing manager for Baby born UK, said: “We’re thrilled to announce Abbey Clancy as a brand ambassador for Baby born this autumn winter season, inspiring our fans to get creative with their styling and showcase the great fun that can be had with all the dolls and outfits whilst at home. Liberty is such a big fan of the brand, and her genuine excitement really comes through in this campaign. Inspiring imaginative roll play is at the heart of everything we do at Baby born and we hope this campaign will encourage little ones to express themselves not only through the clothes they choose for their dolls, but also how they choose to play with them.”

Baby born has also teamed up for a second year running with educational resource provider iChild, to help children learn through play.

The new Baby born Washing and Toilet Training Activity Pack, created in association with iChild, focuses on developing children’s skills and understanding of bath time routines, hygiene, tooth brushing and the importance of keeping clean.

Activities covered in the booklet include: Washing Our Hands, Going To The Toilet, Bath Time & Brushing Our Teeth as well as Learning & Growing, all supporting the development of good habits around personal hygiene. Using the wide variety of products in the Baby born Bath Time range to help illustrate these activities, children are able to easily apply their new skills from play to real life.

Kasia commented: “iChild is the perfect partner for Baby born as we help children learn through play with our popular and creative Bath Time range. Building children’s understanding of the importance of hygiene through role play with the range helps bath time become part of their everyday routine. The underlying message through all of the activities and lesson plans we’ve created is really important, but we hope it makes it fun as little ones continue to develop and build an understanding of the world.”


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