HTI signs deal with UK nursery brand Joie

Published on: March 15th, 2019

The deal will see HTI produce a range of prams and pushchairs for children’s dolls, based on the best-selling brand.

The three-year global deal with the multi-award winning nursery brand Joie has been in the making since 2017, and included an early roll out phase with Argos.

The range includes a number of replica prams which look just like the real thing, including the Joie Jr Litetrax pushchair, Joie JR Chrome 3-in-1 Pram, and the Junior Pact. HTI continues to increase its market share, and the Joie deal will further strengthen its growing portfolio of doll prams and pushchairs across leading nursery brands, licensed and own brand ranges.

Alison Downie, global licensing and brand director for HTI Group, said: “We are thrilled to be partnering with a leading nursery brand such as Joie; this is a brand we have watched grow rapidly over the past couple of years so it’s an honour to be able to bring a range of replica dolls prams and pushchairs to the toy market. Joie will form an integral part of our dolls prams and pushchairs range with some strong innovative products launching at retail for autumn/winter 2019, with each product matching the nursery models including the iconic Pact frame.”

David Welsh, managing director at Joie, added: “It’s great to see our award winning products be recreated in a small, friendly format for children across the world to play with. HTI was a natural partner for us, with its industry experience and ability to create quality products, it made the whole process very easy. We’re excited to see how things grow over the next three years and can’t wait to see children across the country interacting with the products.”

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