Bathtime Buddies is celebrating 25 years on the UK’s best-sellers list with a complete relaunch, new packaging and new products.
The launch, developed by brand owner H&A, follows consumer research by the firm that revealed the nation’s bath times are changing to suit the modern family.
New to the range, the brightly coloured Bathtime Fun Stacking Cups encourage imagination and creativity through splashing, pouring and stacking, while the Mouldable Bath Soaps are shapeable soaps designed to aid interactive fun.
The two will join a whole host of existing bathtime Buddies favourites, including the Alphabet Set, while the existing core range will be updated with a modern packaging design.
Two new characters, Merris the Jellyfish and Alfie Shark have been named by children through the Bathtime Buddies Facebook community.
Nicola McQuillan, product marketing director at H&A, said: “Children’s bath times have evolved significantly over the last decade and the Bathtime Buddies range is growing and adapting too.
“We have found that children in 2018 typically have a quick, functional washing routine during the week due to time constraints of working parents, but when the weekend arrives, it’s all hands on deck for a big, fun bath with lots of toys in the mix.
“We call it the Great British Bathtime and it has become one of the most important family bonding experiences of the week, and quality time that everyone looks forward to.
“Busy families seeking ways to enhance the valuable moments spent with their children will look to products like these, from a trusted brand that they may even remember from their own childhood. The range is designed to encourage quality interactive and creative play, something that parents know is essential to their child’s development, and the affordable price point places them comfortably in impulse purchase territory.”