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Poetic Brands says “hello” to The Baby Club

Apparel licensee strikes deal with Rockpool Licensing for the CBeebies show.

Poetic Brands has secured a new partnership with Rockpool Licensing for live action series, The Baby Club.

The new collection will include layette and fashion daywear along with nightwear, snow suits, sleeping bags, accessories, towels and changing bags inspired by the bright colours and interactive focus of The Baby Club.

Having launched a new baby, children’s wear and accessories division at the end of 2019 – headed up by Anne Bradford – Poetic Brands is now growing its roster of children’s brands with leading properties to create a unique offering in the space, to sit alongside its already successful adults offering.

“The Baby Club has been an incredible project to work on to date,” commented Anne Bradford, director at Poetic Brands. “The engagement for this pre-lockdown was huge and the subsequent lift in engagement is off the scale which bodes well for its activation at retail.

“We are working on truly immersive product ranges encouraging parents to interact with their babies and continue the messaging of the show.”

Vickie O’Malley, md at Rockpool Licensing, added: “The Baby Club has bonding and interactivity at the heart of the show. Poetic Brands is doing an amazing job of incorporating these values carefully into their design and their skill is helping us to realise beautiful babywear that makes the most of every interaction with baby, whatever the time of day.”

The Baby Club launched in February 2019, hosted by Giovanna Fletcher and Nigel Clarke – with a third series now in production and due to air in spring 2021. Next year will also see the launch of The Toddler Club at Home and Baby Bear and Me, an interactive baby-facing podcast.

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