Creative Tops has signed Heartfelt agency artists Alex Cowell and Jackie East, to design two kitchenware collections.

Cowell's cupcake designs are set to feature on a mug and coaster gift set, while East's doughnut designs are set to appear on a range of mugs, coasters and lap trays. Both lines will be sold in high-street retailer Primark.  

Heartfelt is part of the Bright Group, with a specific focus on the greeting and gifts industry.