Evenflo Company has announced a licensing partnership with IHL Group for master apparel that includes collections of newborn, infant and toddler clothing such as playwear, sleepwear, baby basics, baby outerwear and socks, as well as baby blankets and bibs. The IHL ExerSaucer license was secured by licensing agency, The Brand Liaison, as the exclusive agent for the ExerSaucer brand.

“When it comes to activity centers, ExerSaucer is synonymous with baby activity centers,” says Karen Diamond, consultant, The Brand Liaison. “So it makes sense that we secured an apparel partner that is also best in class and can create quality apparel products with the same playfulness, happy colors, textures and patterns.”

The IHL ExerSaucer apparel will launch in spring 2024. It will be available to all channels where the original activity centers and jumpers are found, including Walmart, Target, Amazon, department stores, off-price and specialty retailers as well as e-commerce. Products from IHL will also be included in coordinated marketing efforts with ExerSaucer and with respected influencers and publications relevant to today’s parents.

“We all know the ExerSaucer brand stands for quality at affordable price points, so we are creating an apparel line that is consistent with these brand attributes and can be trusted as much as ExerSaucer,” says Sami Souid, chief executive officer, IHL Group.

Related:Brand Liaison to Represent ExerSaucer Brand

The Brand Liaison will continue to expand the ExerSaucer brand to a variety of complementary baby products, including toys, teethers, play centers for babies, STEM and musical toys and outdoor play for toddlers.

“We looked at licensing business partners and IHL stood out as the apparel company to help us meet our goals in this category,” says Dave Taylor, chief executive officer, Evenflo. “They understand our brand and have clearly interpreted our mission for safe, happy and engaged development in apparel.”

The The Brand Liaison was recently named among License Global's Top Global Licensing Agents 2023 and will be exhibiting at Licensing Expo 2023 in June.