DHX Brands has formed a direct-to-retail collaboration to launch a new range of In the Night Garden products, specially created for the brand’s audience of children aged 6 months to 2.5 years.
Launched as a direct-to-retail promotion with TJ Morris, the products will be introduced exclusively in Home Bargains and Quality Save stores throughout the U.K. this summer, with an initial 18 products available by the end of July, followed by two more in August and a further 12 in September.
The range – which retails from £0.69-£13.99 – includes a host of items which are currently unavailable from other In the Night Garden licensees, including infant wipes, toddler training items, wooden pull-along toys, slippers, towelling robes, gift bags and feeding products such as bibs and sipper cups. The range also includes greeting cards and gift wrap; tableware, such as cutlery and melamine sets; apparel, including pyjamas and onesies; and accessories such as socks and backpacks.
With Home Bargains also stocking toys from Golden Bear’s popular, award-winning In the Night Garden range, the store is now a must-visit destination for fans of the top-rated CBeebies preschool TV series.
“We are delighted to team up with DHX Brands to offer this fantastic new range of In the Night Garden products,” said Helen Lynch of TJ Morris. “Such an appealing choice of items, from such an evergreen brand which is beloved by millions of families nationwide, is sure to prove a big hit with our customers over the summer.”
Laura Brennan, DHX Brands, said, “TJ Morris have an excellent reputation with their burgeoning Home Bargains stores and we are excited to be teaming up with them to give In the Night Garden fans such a wonderful new range, which increases the variety of products available and provides even more ways for young children to get closer to their favourite characters.”
The agreement between In the Night Garden brand owner, DHX Media, and TJ Morris was negotiated by leading licensing agency CPLG.