DHX Plans 'Night Garden' Baby Line

DHX Brands will launch an infant-focused licensing program based on its "In the Night Garden" property at Brand Licensing Europe, Oct. 13-15. 

April 6, 2018

DHX Plans 'Night Garden' Baby Line

Extension of popular preschool series will feature soft color palette

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DHX Brands will launch an infant-focused licensing program based on its "In the Night Garden" property at Brand Licensing Europe, Oct. 13-15.

The new brand extension will target babies 0 to 12 months with a gender-neutral style guide and soft color palette.

DHX Brands will initially be targeting the core infant categories including toys, travel, feeding and bathing products with first product is set to launch in spring 2017.

“This is a natural progression for 'In the Night Garden,' as its fan base starts very young, as well as being already instantly recognizable to families with young children," says Tom Roe, commercial director, DHX Brands. "We have also found significant demand from licensees and retailers for product catering to this age group. With a brand-new style guide and muted color scheme, we believe this will be a very strong extension to the 'In the Night Garden' brand offering.”

"In the Night Garden" was the fastest-selling preschool toy license in 2014 and ended that year as

the fifth largest preschool brand in the U.K., according to the NPD Group. 

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