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,
s, and an album of “The Baby Club” greatest hits. 2021 will also see the launch of “The Toddler Club at Home”
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