FEATURE: VTech's Baby Boom

We find out how VTech plans to keep its Baby range in first place.
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Within the infant category, VTech's Baby brand has helped the firm has grown by 17.9 per cent YTD from 2007 to 2010, according to NPD data.

The full year 2010 also showed that VTech Baby is the number one property in Infant and Pre-schoo, growing by 25.4 per cent.

Gemma Ellis, VTech Baby assistant product manager, told ToyNews: "When we look at our product registration information, about 70 per cent of purchasers say they already own a VTech item.

"So we are getting a lot of repeat purchase. When mums and dads have experienced the quality and depth of play value in a VTech Baby item, they feel confident buying another."

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