Infant and pre-school brand Fisher-Price has secured an exclusive clothing partnership with Mothercare.
The first ever Fisher-Price clothing line will launch across stores and online in November.
The 'Ready to Play Animals of the Rainforest' collection features an array of play elements ranging from peek a boo to hide and seek. A variety of textures and surprises will also be included to aid the process of getting dressed.
The collection will benefit from extensive marketing support including POP merchandising, advertising, online support and PR.
"This exciting collection has been extensively developed by the experts at Fisher-Price and comes with an assurance that parents can trust," said Jo Broadfield, Fisher-Price Consumer Products senior director. "This is just one of many new initiatives in development as increasing numbers of retail partners begin to understand the opportunities that a highly-revered brand such as Fisher-Price offers."
Julie Wright, Mothercare's trading director of clothing, added: "Mothercare continually offers quality and value for money and strives to deliver the best - and, as such, has found a fantastic brand affinity with Fisher-Price.
"This great collection offers parents durability, fashion and interactive play features in one great package."