The partnership with Carte Blanche Greetings sees the firm's new brand extension, Tiny Tatty Teddy feature on the packaging in its first licensing deal.
The re-launch of the range also features a new formulation for the products.
The well-recognised grey bear with a blue nose communicates softness and comfort to complement the gentle range, whilst encouraging the emotional connection made between parents and their child during bath time and beyond.
Alex Pike, group marketing director for Simple said: “It’s important for Simple to build an emotional connection with new mums and we all associate childhood memories and emotional feelings of comfort with teddies and in particular our first teddies as babies.
"Linking with Tiny Tatty Teddy will not only create stand-out on shelf, but will also be an instantly recognisable image and build an emotional connection with mums.”
Jocasta Kelsey, marketing manager at CBG said: “This is an exciting partnership, which brings together two number one brands from different industries. The Me to You core values of gentleness, kindness and trust match those of Simple Baby.
"Tiny Tatty Teddy is a wonderful new addition to Me to You, and he has been captured beautifully on the Simple Baby packaging in bespoke illustrations by our team of award-winning artists. Together, Simple Baby and Tiny Tatty Teddy embody the warmth and happiness that parents can relate to at bath time.”
Available now in Morrisons and Superdrug, followed by Boots and Sainsbury’s from June, the Simple Baby range consists of wipes, an all-in-one wash, a moisturising bath, moisturising shampoo and talc.