Cute characters set to hit shelves in January 2020.

Following on from the announcement earlier this year that Little Tikes has been named as the master toy licensee for Little Baby Bum, the brand can now reveal that its range of plush characters and role-play toys will hit shelves in the UK in January 2020.

The exclusive toy line will feature Twinkle the Star, Buster the Bus and a Sing-Along Piano to name a few, all developed to engage and educate children through music and play.

Since its launch in 2011 Little Baby Bum has won global recognition, racking up over 23b views and over 21m subscribers on YouTube, for its modern twist on classic nursery rhymes and educational videos featuring cute and engaging characters. Now through this partnership Little Baby Bum will be bringing the stars of the YouTube series to life with a selection of soft and musical toys for babies and toddlers.

Little Tikes has already launched the Little Baby Bum range in the US with great success and is confident the UK launch will be just as popular.

Andrew Turner, acting head of marketing UK for Little Tikes, said: “We’re so excited to be bringing the magic of Little Baby Bum to the UK. It made perfect sense to collaborate with a brand that shares so many of our values in terms of encouraging educational and imaginative development through play. The initial launch will see eight products hit the shelves, and we’re sure they’ll be a complete sell out.”

The Little Baby Bum launch is being supported by a robust PR, social and media strategy.