The popular pre-school property, CoComelon is stepping into the baby and children’s wear market thanks to a new partnership between Poetic Brands and Moonbug Entertainment.

In a deal brokered by the brand’s EMEA licensing agent, The Point. 1888, Poetic Brands will develop and launch a collection spanning children’s daywear, outerwear, and swimwear, along with towels, winter accessories, and sleeping bags. The new range will focus on the bright, playful, nursery-rhyme singing characters of CoComelon.

The consumer products programme for the property recently kicked off when Jazwares launched a toy line incorporating plush, role-play, vehicles and mini-figures.         

Anne Bradford, director, Poetic Brands, said: “From day one, it’s been important to ensure that every brand that we sign has an angle that is truly unique. CoComelon has an incredible global audience and massive brand adoption, creating a huge opportunity for retailers to engage with.  

“As soon as we discussed CoComelon with The Point.1888, we knew that this was perfect for us, and it is completely new to the apparel market. This will give us the opportunity to create ranges that will provide everything a preschooler needs from their t-shirts and sweats right through to their puddle suits and jackets. With its core engagement of one to four-year-olds, this is a fabulous new opportunity for retail.”

Becky Langer, senior commercial manager, Soft Goods at The Point.1888, added: “The brand has had such incredible digital success and we wanted to make sure that our licensing programme would enable fans to get enjoyment from it even while away from the TV or iPad.

“We’re thrilled to be in a position to announce this partnership and cannot wait to see the reaction from Cocomelon’s growing audience to the new product range.”