Disney has unveiled its new brand, Disney Baby, to licensees and retailers across Europe at the Kind and Jugend trade show.
The creation of Disney Baby marks the first time that the entire Disney licensed consumer product offering for babies and toddlers in Europe has been brought under one brand.
Disney Baby has already launched in the US back in 2012 and has a dedicated Disney Baby Store in Glendale California.
The brand will now arrive in Europe at retail in early 2014, with licensees including Fisher Price, adidas, NUK and Tomy on board already.
Disney Baby ‘supports expectant and new parents’ functional moments throughout their day, right from the very beginning’
The range covers an extensive array of categories, including apparel, feeding, nursery décor, safety and travel, toiletries and more.
Disney claim the products in the range are ‘distinctively more design-led than previous baby collections, featuring a contemporary colour pallet and sophisticated integration of Disney characters and tones’.
Iconic Disney characters appearing in the range inlcude Winnie the Pooh, Mickey Mouse, Minnie Mouse, Donald Duck and Bambi as well as Disney/Pixars’s Nemo from Finding Nemo and Lightning McQueen from Cars.
“By bringing our entire offering for babies and toddlers under one umbrella brand, we are able to provide consumers, licensees and retailers with a clear visual shortcut to official products which can be trusted to deliver quality in both design and production," said Carlotta Saltini, VP and managing director, franchise management, The Walt Disney Company EMEA.
"The Disney characters and our rich heritage in storytelling which are incorporated into the Disney Baby range are the elements we know connect parents and gift-givers to the range.
"This, combined with a more comprehensive and coordinated offering, ensures that Disney Baby not only appeals to consumers but also offers retailers and licensees an opportunity to deliver fantastic, impactful presence in store and online."
Disney has plans to expand distribution across Europe and explore Disney Baby ‘shop in shop’ retail opportunities.