DHX Brands has detailed its plans to extend its popular In the Night Garden brand into the baby and nursery market.
The brand extension – scheduled to make its debut at the upcoming BLE show this October – will target babies aged 0 to 12 months with a gender neutral style guide and soft colour palette.
The new range will span the core infant categories, including toys, travel, feeding and bathing products, aimed at new parents, parents-to-be, grandparents and gift givers.
Product is expected to hit retail from spring 2017.
“This is a natural progression for In the Night Garden as its fan base starts very young, as well as being already instantly recognisable to families with young children,” said Tom Roe, commercial director for DHX Brands.
“We have also found significant demand from licensees and retailers for product catering to this age group. With a brand new style guide and mutet colour scheme, we believe this will be a very strong extension to the In the Night Garden brand offering.”
In the Night Garden was the fastest selling pre-school toy license of 2014, ending the year as the fifth largest pre-school brand in the UK.
The extension into the baby market is he latest development for the In the Night Garden brand that has already received heavy investment from DHX Brands for further fan engagement with a new website, web app and new social media platforms.
DHX Brands has also recently collaborated with Jo Jingles to create a branded In the Night Garden activity programme for pre-schoolers.