Etta Loves expands into licensing with new Peanuts range

Company launches a new sensory baby lifestyle collection featuring classic character.

Sensory baby lifestyle brand, Etta Loves has launched a new collection inspired by the classic Peanuts property.

The science-based collaboration – which launches today (July 9) – includes a reversible playmat, comforter, teether and muslins, along with Etta Loves’ latest addition, the Sensory Strip for calmer pram rides and tummy time.

The deal was brokered by WildBrain CPLG on behalf of Peanuts Worldwide.

“Building the Peanuts infant consumer products programme has been key to our strategy over the last few years and this new collaboration with Etta Loves offers an innovative new avenue in this sector,” said Tara Botwick, senior director territory management EMEA at Peanuts Worldwide. “By combining beautiful patterns which encourage early sensory development, with high-quality and versatile products, we’re confident this new range will be hugely popular with parents and their little ones across the UK.”

Using the knowledge of what a baby can and can’t see during their first year, Etta Loves designs precise sensory prints, in partnership with a Consultant Orthoptist, to support eye and brain development.

The new collection will introduce two brand new Peanuts prints: ‘Hide & Seek’ features the Peanuts gang hidden among a black and white chequerboard design, supporting visual development from birth to four months; and ‘Love & Hugs’ is a colourful XO design with the much-loved Peanuts characters Snoopy, Woodstock and Charlie Brown, supporting babies from five months onwards.

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