Zapf launches friendship campaign alongside new Baby born Bear

Published on: 14th September 2023

Zapf Creation is launching a friendship campaign to run alongside the roll out of its new Baby born Bear.

Baby born Bear

Zapf Creation has teamed up with education resource provider iChild and has developed five activities based on friendship, to help children take the big step of starting school. Each is based on the early learning areas of the National Curriculum, in particular Personal, Social and Emotional Development.

These packs have been sent out to 500 schools with a reach of 30,000 parents and their children offline, as well as 150,000 adults looking after children, online.

Alongside this, each school will receive a Baby born Bear to help the class with the enclosed activities.

Feedback from recipients has already been very positive. Comments include:

  • “This pack seems like a lovely way to get children playing imaginatively – which is needed in teaching more often these days.”
  • “Baby born Bear will be a great addition to our home corner and I know they will welcome and look after the bear with open arms. The five activity themes will certainly help my children to explore friendships.”

Recently awarded Platinum in Loved By Parents Awards ‘Best Soft Toy’ category, the bear is a super soft plush bear with moveable arms and legs. The sweet companion of Baby born is designed to teach little ones the art of friendship through a host of unlimited dual play possibilities with Baby born’s clothes and play accessories, in addition to a new bear-themed accessories and clothing range.

In August, MGA Entertainment, in collaboration with Zapf Creation, announced a TV series for Baby born, featuring Baby born Bear.


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