HTI Group has signed a new deal with the UK nursery brand, Joie, to produce a range of prams and pushchairs for children’s dolls.
The three-year global deal with the multi-award winning brand has been in the making since 2017, and included an early roll-out phase with Argos.
The range includes a number of replica prams such as the Joie Jr Litetrax pushchair, Joie JR Chrome 3-in-1 Pram, and the Junior Pact. They have been designed to be matching replicas of the real thing.
HTI continues to increase its market share and develop its category dominance, and Joie further strengthens this growing portfolio of dolls’ prams and pushchairs across leading nursery brands, licensed and own brand ranges.
Alison Downie, global licensing and brand director for HTI Group, said: “We are thrilled to be partnering with a leading nursery brand such as Joie – this is a brand we have watched grow rapidly over the past couple of years so it’s an honour to be able to bring a range of replica dolls prams and pushchairs to the toy market.
"Joie will form an integral part of our dolls prams and pushchairs range with some strong innovative products launching at retail for Autumn Winter 2019, with each product matching the nursery models, including the iconic Pact frame.”
David Welsh, managing director at Joie, added: “It’s great to see our award- products be recreated in a small, friendly format for children across the world to play with.
"HTI was a natural partner for us, with its industry experience and ability to create quality products, it made the whole process very easy. We’re excited to see how things grow over the next three years and can’t wait to see little boys and girls across the country interacting with the products.”
HTI’s other licenses within the category include Mama & Papa’s, Baby Born, Baby Annabell, Baby Born, Chicco and Peppa Pig.