DIC is gearing up to launch a direct-to-retail program for its Mommy & Me lifestyle brand. Starting in August, educational and interactive toys that encourage mother-and-baby time will hit 1,300 Wal-Mart stores across the US. The products fit four categories (Potty Time, Bath Time, Sleep Time and On The Go Time) and were developed by DIC with pediatric consultation. Moms with kids four and under are the brand’s prime demo.
A national marketing and promotion is underway to support the program, as well as a promo with major packaged goods. Mommyandme.com is also getting a makeover and will relaunch this month with new community features such as blogs, forums, polls, reviews, ratings and product listings.