The partnership will see Golden Bear launch a range of DC Super Friends products for 2017 and beyond.
Appealing to younger DC fans, the DC Super Friends include the iconic comic characters which both children and adults recognise and love.
Batman will be the first to be featured within the new sleep aid concept, Sleep Tight All Night, launching in autumn/winter 2017. Other ranges to be launched for DC Super Friends will include feature plush, an interactive playmat and fun slingable plush collectibles, best reflecting the action and play patterns of the pre-school DC brand.
“DC Super Friends feature instantly recognisable DC Super Hero characters to whom both parents and younger children can relate and admire,” said Katherine Pierce, senior licensing and marketing manager at Golden Bear. “The values these Super Heroes project and the strength of the DC brand make it a natural fit for our new product innovation and ranges launching in 2016. We all need a good night’s sleep to take on the challenges of the day ahead, and we’re excited that the DC Super Friends can come to the aid of parents and their children in such a positive way through this Golden Bear product that is sure to be a big hit with families across the UK.”