April 6, 2018
The new sub-category will see more age-appropriate products developed for the younger preschool market.
The new subcategory is aimed at children, aged 6 months to 2.5 years, and aims to support the socio-developmental and entertainment needs of younger preschoolers.
The initiative also provides licensees the chance to create more age-appropriate products as well as retailers the chance to meet the needs of parents through “a more tailored approach to in-store merchandising and consumer communication.”
“The ‘First Steppers’ initiative represents a child’s first meaningful relationship with character brands and our aim is to provide better clarity of this very specific core demographic for licensees, retailers and consumers,” says
Peter Byrne, executive vice president, DHX Brands. “There is a clear opportunity to create a more targeted offering for this audience and genuinely help make parents’ lives easier.”
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