Etta Loves partners with Keith Haring Foundation on new baby collection

The baby and mother specialist, Etta Loves has teamed with the Keith Haring Foundation to create a new range of sensory baby products that makes use of the artist’s much-loved designs and embodying Haring’s own sentiments that ‘art is for everyone.’

The new range brings the art of Haring to a new generation, combining the iconic prints with the science that is at the heart of the Etta Loves product range. A popular artists and activist, Haring was part of the New York art scene during the 1980s. Since then, his classic colourful figures have become an iconic symbol in popular culture.

The new Etta Loves x Keith Haring collection of baby essentials combines his art with the expertise that Etta Loves’ resident NHS orthoptist – an expert in children’s vision who consults with the design team – to bring a range that supports babies’ visual and cognitive development.

The science of Etta Loves aims to ensure that babies are stimulated and mesmerised, giving parents moments of calm throughout the day.

The collection comprises two designs: Baby and Brazil. Baby features Haring’s iconic crawling babies in high contrast black and white. Etta Loves has scaled the design to support babies’ visual and cognitive developments from birth to around four months. Meanwhile, Brazil is a brightly coloured version of Haring’s 1989 artwork of the same name, recoloured and scaled to support babies from five months to around one year old.

The collection includes Etta Loves favourites including its reversible playmat, the best-selling sensory strip, extra large muslins, comforters, a teether, and two new products.

The Haring Foundation, said: “The Haring Studio is excited to partner with innovative brand Etta Loves, bringing Haring’s core message of Art is for everybody to a new generation. Haring’s Iconic and bold artwork, with minimal use of lines make the perfect patterns for these sensory designs.” 

Jen Fuller, founder of Etta Loves, added: “Keith Haring famously said that “Art is for everyone” so to be able to introduce the radiant joy of his work to a new generation is an honour.

“This unique range truly does collide art with science in the most magical of ways, to support babies with their development whilst giving parents some well needed and very stylish calm in the everyday.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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