The company is celebrating the brand’s 10th anniversary year.
Building on the strength of its In the Night Garden pre-school line, Golden Bear is taking the brand into the nursery sector in spring/summer 17 with the new In the Night Garden Baby range. The collection of nursery toys is based around characters Igglepiggle, Upsy Daisy and Makka Pakka from the TV show, which airs daily on CBeebies.
The range includes plush toys in pastel colours as well as themed blankets, rattles and hanging chimes. 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.
“We’re delighted to be diversifying our In the Night Garden collection with the introduction of a new nursery range,” commented 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 ongoing progression of our successful preschool line, means that it is a natural step for us. The range captures the essence of In the Night Garden, and with its soft fabrics and muted tones, is perfect for a nursery audience.”