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Rockpool Licensing Strikes ‘The Baby Club’ Deal with Poetic Brands

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The new “The Baby Club” ranges will focus on clothes for babies and children as well as accessories.

Poetic Brands has announced a new partnership with Rockpool Licensing for hit live-action series, “The Baby Club.”

The new collection is set to include layette and fashion daywear along with nightwear, snow suits, sleeping bags, accessories, towels and changing bags inspired by the bright colors and interactive focus of “The Baby Club.”

“’The Baby Club’ has bonding and interactivity at the heart of the show,” says Vickie O’Malley, managing director, Rockpool Licensing. “Poetic Brands is doing an amazing job of incorporating these values carefully into their design and their skill is helping us to realize beautiful babywear that makes the most of every interaction with baby, whatever the time of day.”

The brand also diversified over the past year with a “Baby Club at Home” series during lockdown, a parenting podcast, commissioned by the BBC and hosted by Jennie McAlpine, a book series, and an album of “The Baby Club” greatest hits. 2021 will also see the launch of “The Toddler Club at Home” and “Baby Bear and Me,” an interactive, baby-facing podcast, hosted by Giovanna Fletcher and Nigel Clarke. “’The Baby Club’ has been an incredible project to work on to date,” says Anne Bradford, director, Poetic Brands. “The engagement for this pre-lockdown was huge and the subsequent lift in engagement is off the scale which bodes well for its activation at retail. We are working on truly immersive product ranges encouraging parents to interact with their babies and continue the messaging of the show.”

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