Soft toy specialist Gund is making the move into the home textiles arena.
The firm has signed a deal with Heritage Home Fashions to develop a line of bedding and bath products under the Gund and Baby Gund brands.
The collection includes plush hooded towels inspired by best selling Gund characters, bath towels, swaddle blankets and stroller blankets.
"We are eager for consumers to get the same quality and softness from their baby bedding and towels that they expect from our plush toys," commented Bruce Raiffe, Gund president. "Now a child gets to spend more time with our characters throughout the day, from tummy time to bath time to bed time."
Natanya Khazzam from Heritage Home Fashions said that Gund was a "perfect partner" for the firm.