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TJ Morris ups licensing credentials with DHX Brands deal

DTR sees In the Night Garden line exclusively released in Home Bargains and Quality Save stores.

DHX Brands is working with TJ Morris on a new direct to retail collaboration for In the Night Garden, further underlining the retail chain’s ambitions in the licensing space.

The collab sees a new range of products launched for the preschool property exclusively in Home Bargains and Quality Save stores throughout the UK this summer.

An initial 18 lines will be available by the end of July, followed by two more in August and a further 12 in September.

The range – which retails from £0.69-£13.99 – includes a host of items which are currently unavailable from other existing In the Night Garden licensees including infant wipes, toddler training items, wooden pull-along toys, slippers, towelling robes, gift bags and feeding products such as bibs and sipper cups.

The range also includes greetings cards and gift wrap; tableware, such as cutlery and melamine sets; apparel, including pyjamas and onesies; and accessories such as socks and backpacks.

Home Bargains already stocks toys from Golden Bear’s In the Night Garden range.

“We are delighted to team up with DHX Brands to offer this fantastic new range of In the Night Garden products,” said Helen Lynch from TJ Morris. “Such an appealing choice of items, from such an evergreen brand which is beloved by millions of families nationwide, is sure to prove a big hit with our customers over the summer.”

Laura Brennan, brand manager at DHX Brands, added: “TJ Morris have an excellent reputation with their burgeoning Home Bargains stores and we are excited to be teaming up with them to give In the Night Garden fans such a wonderful new range, which increases the variety of products available and provides even more ways for young children to get closer to their favourite characters.”

The deal was negotiated by CPLG.

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