LICENSING NEWS

Golden Bear expands its In the Night Garden toy range

Published on: 27th March 2018

The new range focuses on helping parents to establish a good bedtime routine with key items based around play, bath time and sleep.

Golden Bear’s In the Night Garden plush collection has been refreshed for 2018. 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 autumn/winter 2018, 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 a 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 Sleepy-time Igglepiggle, which has soothing lullabies and soft glowing cheeks to help reassure and relax little ones at bedtime. His red blanket adds extra comfort and his head sways in time to the music.

Christine Nicholls, vice chairman and director of product development at Golden Bear, commented. “In the Night Garden is an enormously popular brand which has become an integral part of the bedtime routine for little ones. 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.”

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