4 minute read
Saving The World From Boring Baby Stuff
Inset: Mr Fox Tummy-time Roller.
Sambro International has announced its unique licensing partnership with Cosatto, the iconic brand famed for its mantra of ‘saving the world from boring baby stuff’. With a wealth of experience in preschool licensing, combined with Cosatto’s expertise in the baby care sector, the companies are planning for growth in 2023 for the UK & EMEA regions. PPS catches up with Sambro’s brand and licensing director Clare Rix as well as Vicky Morley, creative director at Cosatto, to find out more.
“W e’re genuinely excited to be working with Cosatto on its first range of baby activity toys,” opens Clare Rix. Introducing the Cosatto brand into our licensed portfolio was a strategic move – further bolstering our preschool portfolio and strengthening our ‘from birth’ product offering.”
Sambro has a longstanding and award-winning creative relationship with many of the top licensors including Disney, Hasbro, Paramount and Mattel among others. This new partnership extends Sambro’s target market into a younger arena, complementing its existing portfolio.
Utilising Cosatto’s in-depth knowledge and distinctively strong brand identity with a design-led approach, the new Cosatto activity baby range by Sambro features bestselling designs including Unicorn Land, Mister Fox and Dragon Kingdom. These lively designs encourage developmental play through tactile and whimsical discovery.
“Cosatto is an iconic British brand through and through, with an inclusive, fun and values-driven culture and a real focus on developing products that put babies and parents first,” explains Vicky Morley, creative director at Cosatto.
Suitable from birth through to preschool, the variety of textures, fabrics, sounds and discovery elements are sure to keep inquisitive babies and toddlers entertained. The range includes comforters, pram clip-on toys, activity cubes, tummy-time rollers and spiral activity toys to keep little ones active and engaged. The enchanting designs are a delight to brighten up nurseries and baby care environments everywhere.
Sambro will deliver an initial range of around 20 products, launching in spring 2023, with the first toys set to be showcased to retailers, buyers and media at January’s Toy Fair (stand F16) at Olympia – then exhibited at Spielwarenmesse (Hall 12.0 G17) in February.
“Sambro really impressed us with their expertise in the sector, as well as their understanding of our values and approach to creating toys that inspire creative play - leading to happy babies and parents,” adds Vicky.
She continues: “Pattern and colour are Cosatto’s key trade points and we’re really happy these shone through in this latest range from Sambro – with the fabrics and designs used and the little flashes of colour appearing across the range.
“We’ve been careful to ensure the products place the needs and development of babies at the heart of the range. We’ve also created our first ever range of tummy-time rollers, crafted to inspire educational and developmental play.
Inset: Dragon Kingdom Comforter.
“We’re also really excited to “ Sambro really impressed us with their expertise in the sector, as well as launch spiral activity toys, which can be attached to cots, prams and more, helping build baby’s their understanding of our values and approach to creating toys that inspire hand eye co-ordination skills and which are really fun to look at and play with.” creative play - leading to happy The new partnership with babies and parents.” Sambro and Cosatto is a perfect match and a strong addition to Vicky Morley, Sambro’s growing portfolio of creative director at Cosatto licensed brands. “Last year we celebrated 25 years in business, as well as it being one of our most successful years to date. 2023 looks set to be even bigger and better for Sambro, as we not only drive forward plans in the baby and preschool space but plans for new ranges and collections which have innovation, design and fun at their very heart,” concludes Clare.
Below: Dragon Kingdom Activity Spiral. Below right: Mr Fox Activity Book.
The newest additions to the launch range will be showcased in January at London Toy Fair (stand F16) at Olympia – then exhibited at Spielwarenmesse (Hall 12.0 G17) in February.
