HTI signs deal with Zapf Creation

Published on: 7th November 2016

HTI has signed a multi-territory licence deal to manufacture and supply Baby Annabell and Baby Born dolls prams and pushchairs with accessories.

HTI-480The collaboration is part of a strategic move by HTI to consolidate its strong portfolio of dolls prams and pushchairs ranges across nursery and children’s licence brands. The agreement grants worldwide rights, excluding North America and the German and Austrian markets.

The three-year contract will see HTI launch extensive dolls prams and pushchairs ranges under the Baby Annabell and Baby Born brands from autumn/winter 2017. The two ranges will feature separate distinct fabric colourways, yet will still incorporate key stylistic iconography unique to each brand. The collections will offer a selection of designs across price points, with features and styling that are inspired by real-life nursery prams and pushchairs.

Alison Downie, HTI’s global licensing and brand director, commented: “We’re delighted to have secured this licence partnership with Zapf Creation. Their huge international presence in the girls’ toys market, with particular focus on doll play concepts, ensures the Baby Annabell and Baby Born names are globally well-known and respected by girls and parents alike. This licence deal will enable HTI to strengthen its position and offering within dolls prams and pushchairs, and expand international business.”

“We are happy to announce that our partnership with HTI is live,” added Thomas Eichhorn, board member marketing/sales and product development of Zapf Creation. “With HTI being one of the big players in the doll prams and pushchairs segment, we have found the ideal partner to further establish our Baby Born and Baby Annabell brands. This move will allow Zapf Creation to continue its international expansion and drive the development of our innovative products even further.”


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