DHX Media’s brand management and CP arm, DHX Brands, is launching an infants licensing program based on its hit In the Night Garden property.
The gender-neutral range, consisting of products in core infant categories such as toys, travel, feeding and bathing, will launch next month at BLE. Merch featuring a new style guide and muted color scheme, meanwhile, is set for a retail launch in spring 2017.
DHX Brands commercial director Tom Roe says the baby line for In the Night Garden was a natural extension for the IP, which appeals to toddlers and is already well-known to parents with young kids. He also notes there’s been a pent-up demand from licensees and retailers to make In the Night Garden products for this age group.
Popular preschool series In the Night Garden, originally produced by Ragdoll Productions, debuted on CBeebies in 2007 and has gained widespread popularity in the years since. The series now airs in more than three dozen countries worldwide and has become a fixture in CBeebies’ Bedtime Hour. And according to research firm The NPD Group, the IP was the fifth-largest preschool brand in the UK in 2014. CPLG has managed the property in the UK since early 2014.
More recently, DHX Brands rolled out a new website and app for the property. DHX Brands is also working with the UK’s Jo Jingles to create a branded In the Night Garden activity program for preschoolers.