In the Night Garden’s Igglepiggle is just the start for a new line of licensed sleeping aids for pre-school specialist, Golden Bear.
While the full range of its new Sleep Tight All Night sleeping aids aren’t landing in retailers until autumn/winter this year, the firm is already teasing some ‘exciting new additions’ to the licensed portfolio in 2017.
Golden Bear plans to grow the sleep aid range to appeal to all audiences, backing up the firm’s early confidence in the collection, which features non-licensed characters including Teddy, Puppy and Unicorn.
“We have been delighted with the response of nursery buyers who see the product filling a gap in the sleeping aid market,” said Christine Nicholls, vice chairman and director of product development at Golden Bear.
The new Sleep Tight All Night line is the result of research into the effects of coloured lights on sleeping patterns and has been designed to aid the transition from cot to bed, all while being contained in a plush toy.
“We believe that Sleep Tight All Night will be every parent’s dream when it comes to getting a good night’s sleep and retailers that communicate that to their customers will do exceptionally well with it,” continued Nicholls.
The firm is reporting a ‘phenomenal response’ to the line that was debuted at recent trade shows and championed for its innovation in the category.
“The beauty of Sleep Tight All Night is that it is a versatile four-in-one product that not only helps aid better sleep for children, but can also be played with as a comforting, huggable toy,” explained Nicholls.
“The soft glowing red light and range of five soothing sounds helps children drift off to sleep and the same features can be activated in the middle of the night by the child, giving the toy a gentle squeeze of the tummy, teaching them it’s still time to stay in bed.
“When the tummy is squeezed after the pre-set time is reached, the toy will glow green for time to get up.”
The range launches with Teddy, Puppy and Unicorn leading the line-up, each carrying a £29.99 price tag, and will be followed with an official In the Night Garden Igglepiggle Sleep Tight All Night, priced at £34.99.
“We have got some exciting new licence announcements coming in for 2017 too,” continued Nicholls.
“We are already looking at expanding the range so that there is a Sleep Tight All Night product to appeal to everyone.”
The new launch will also be the focus of a marketing campaign, including blogger engagement, PR and planned activities with key nursery retailers across the UK.
“We are really excited about this range and can’t wait for it to launch,” concluded Nicholls.