Sophie la girafe looks to new markets

Popular baby and toddler brand, Sophie la girafe has partnered with MDR Brand Management to expand into new categories across the UK, Germany and Austria.

Building on Sophie la girafe’s strong brand equity and recognition, MDR Brand Management will lead on all aspects of the brand’s strategic exploration and development into categories such as nursery, FMCG, apparel and textiles, dental, bath and body through collaborations with partners, retailers and new distribution channels.

“Sophie la girafe is such a trusted and cherished brand, associated with the expertise and high quality of its traditional manufacturing process, which has remained identical over the last 59 years,” commented Daniel Avener, ceo of MDR Brand Management. “Sophie has become timeless, global and multi-generational, and we see huge potential in bringing these features into new categories and products, working closely with the DELISO team.”

The multi award-winning teething toy is sold across 85 markets, and Sophie la girafe’s global popularity is attributed to the fact it taps into all five senses: sight, hearing, taste, touch and smell.

Core products are broadly available across Europe, with stockists including Selfridges, John Lewis & Partners, Next, Ocado, JoJo Maman Bebe, Sainsbury’s, Smyths Toys and Baby Walz.

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