Golden Bear is set to expand its popular In the Night Garden toy range for AW 2018 with a new selection focused on helping parents establish a good bedtime routine for kids.
The In the Night Garden plush collection is undergoing a refresh that will see them take on larger eyes, bolder colours and softer fabrics to provide comfort at bed time.
The new range will be promoted via a playtime, bath time and bedtime-themed TVC in AW18, which will focus on the Press-and-Go Vehicles, IgglePiggle’s Lightshow Bath Time Boat and Sleepy-time Igglepiggle.
The new Press-and-Go Vehicles encourage dexterity as young children press down the characters and watch as the vehicles race across the room. The toys are available in Igglepiggle and Upsy Daisy characters, both seated in colourful vehicles.
Meanwhile, Igglepiggle’s Lightshow Bath-time Boat is designed to brighten up any pre-schooler’s bath time while also aiding the wind down process before bedtime. Completig the In the Night Garden bedtime routine is Sleepy-time Igglepiggle, which has soothing lullabies and glowing cheeks.
“In the Night Garden is an enormously popular brand which has become an integral part of the bedtime routine for little ones,” said Christine Nicholls, vice chariman and director of product development at Golden Bear.
“We are looking to build on this with our 2018 range, where our hope is to create an even stronger bond between In the Night Garden and families’ bedtime routines with products that help soothe and settle as well as help to develop good sleeping habits.”