Asda will stock a range of Waybuloo-themed baby clothes exclusively from January 2013.
Characters from the popular CBeebies pre-school TV show will feature in the supermarket’s George clothing line. Sleepsuits, hooded towels, pyjamas and bodysuits for boys and girls aged up to 24 months old will be sold in Asda stores, online and on George.com.
The clothing range has been developed for George by licensee Paul Dennicci Limited and Zodiak Kids. George will have a six-month exclusive window on the new products.
Waybuloo has been a core CBeebies brand since its launch in 2009 and a regular feature in the popular ‘Bedtime Hour’.
Jennifer Lawlor, senior VP of consumer products at Zodiak Kids London, said: “Trusted by parents and adored by children, Waybuloo is a proven and enduring pre-school hit with a huge loyal following.
“We’re confident that this beautiful collection, available exclusively at George, will be a huge hit with the youngest fans and their parents.”
Andrew Farrow, MD for Paul Dennicci Limited, added: “We are delighted to be involved with Zodiak Kids and Waybuloo on this exciting project.As Paul Dennicci is one of the leading specialists in the baby and childrenswear market, we are perfectly placed to deliver this unique package.”
Fiona Lambert, brand director for George, commented:“George is number one for kidswear in volume and our range of character clothes plays a huge part in that.
"George is proud to be the first clothing retailer to bring the much loved characters from Waybuloo to our ranges – customers have long-known they can come into store, or online, and be able to choose from a large selection of characters they love at a great price thanks to our strong licence deals."
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