Children's licensed toiletries specialist H&A is introducing a new line of bath time products this summer.
The range, which will launch in Sainsbury's and will sit next to baby toiletries on shelf, is apparently a first for the children's bath time market. It will be made up of licensed products from Disney and Hit Entertainment.
Each product is paediatrician approved, dermatologically tested, hypoallergenic and suitable from new born. It includes Soft and Gentle Shampoo and Soft and Gentle Bubbly Bath, with a choice of Thomas & Friends, Nemo and Minnie Mouse.
H&A has invested £200,000 in research and development, with research groups with almost 700 parents helping the development process.
"We identified a gap in the market following an extensive market research project with parents," said Angela Hall, MD of H&A. "The research showed that parents still purchase baby toiletries for their toddlers at the supermarket, habitually visiting the baby washing and bathing fixture as opposed to the children's.
"As the new range sits alongside baby toiletries in the supermarket, parents can now make the decision to progress from baby bath time to toddler tub fun, without having to change their shopping habits."
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