Licensor was promoting In the Night Garden Baby range to new and expectant mums.
DHX Brands decamped to Manchester with its popular CBeebies’ preschool brand In the Night Garden recently to promote its baby range to new and expectant mums attending the Baby & Toddler Show.
The In the Night Garden Baby range – which includes babywear, toys and bedding – was displayed on mobiles on the themed stand, with chime toys and comforters proving particularly popular with parents.
In addition, child sleep expert Mandy Gurney – founder of the Millpond Sleep Clinic – was on hand to give one to one advice over the three days of the show to bleary-eyed new parents, as well as giving a talk on the subject at an expert advice workshop.
Storytelling sessions also introduced little ones to IgglePiggle and his friends from In the Night Garden.
Show visitors received a 20% discount voucher for the new Golden Bear toy range at Babies R Us, as well as top sleep tips from Mandy Gurney and a prize draw to win a Baby Bundle.
In the Night Garden’s presence at the show was supported by strong marketing activity including a feature on the Baby & Toddler Show website (35k monthly visits), a specially targeted email to ticket holders and the Baby & Toddler Show database (80k), a solus email to subscribers of baby advice website and show sponsor Emma’s Diary, plus a number of press competitions.
In the Night Garden brand manager, Debbie Walker, said: “We are thrilled with the positive feedback we received about the new In the Night Garden Baby range from our target audience.
“Not only did new parents love the toys and babywear, but they took away some really useful advice to help them get through those interrupted nights of early parenthood.”
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