Golden Bear grows In the Night Garden toy line

New range focuses on helping parents to establish a good bedtime routine.

Golden Bear is expanding its popular In the Night Garden toy range for autumn/winter.

The new line focuses on helping parents to establish a good bedtime routine with key items based around play, bath time and sleep.

The range will be promoted via a playtime, bath time and bedtime-themed TV ad in AW18, which will focus on the Press-and-Go Vehicles, Igglepiggle’s Lightshow Bath Time Boat and – hero product of the plush line – Sleepy-time Igglepiggle.

A refresh of the plush collection will see Igglepiggle, Upsy Daisy and Makka Pakka given a new look that includes larger eyes, bolder colours and softer fabrics to provide extra comfort at bedtime.

The new Press-and-Go Vehicles encourage dexterity and feature Igglepiggle and Upsy Daisy, while Igglepiggle’s Lightshow Bath-time Boat is designed to brighten up any preschooler’s bath time while also aiding the wind down process before bedtime.

It features a light up function, creating a colourful and soothing display in the water, while it also comes with two floating shapes and an Igglepiggle figure.

Meanwhile, Sleep-time Igglepiggle has soothing lullabies and soft glowing cheeks to help reassure and relax little ones at bedtime.

“In the Night Garden is an enormously popular brand which has become an integral part of the bedtime routine for little ones,” said Christine Nicholls, vice chairman and director of product development at Golden Bear.

“We’re looking to build on this with our 2018 range, where our hope is to create an even stronger bond between In the Night Garden and families’ bedtime routines with products that help soothe and settle, as well as help to develop good sleeping habits.”

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