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HTI inks key deal with nursery brand Joie

Toy company will produce range of prams and pushchairs for children’s dolls.

HTI Group has signed a new deal with the fastest growing nursery brand in the UK, Joie, to produce a range of prams and pushchairs for children’s dolls.

The three-year global deal has been in the making since 2017 and included an early roll out phase with Argos.

The range includes a number of replica prams which look just like the real thing including the Joie Jr Litetrax pushchair, Joie JR Chrome 3-in-1 Pram and the Junior Pact. They have been designed to be matching replicas of the real thing for the child’s favourite doll.

“We are thrilled to be partnering with a leading nursery brand such as Joie – this is a brand we have watched grow rapidly over the past couple of years so it’s an honour to be able to bring a range of replica dolls prams and pushchairs to the toy market,” said Alison Downie, global licensing and brand director at HTI Group. “Joie will form an integral part of our dolls prams and pushchairs range with some strong innovative products launching at retail for autumn/winter 2019, with each product matching the nursery models, including the iconic Pact frame.”

David Welsh, md of Joie, added: “It’s great to see our award winning products be recreated in a small, friendly format for children across the world to play with. HTI was a natural partner for us, with their industry experience and ability to create quality products, it made the whole process very easy.

“We’re excited to see how things grow over the next three years and can’t wait to see little boys and girls across the country interacting with the products.”

HTI’s other licences within the category include Mama & Papa’s, Baby Born, Baby Annabell, Baby Born, Chicco and Peppa Pig.

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