US: Retail celebrates Babar's 80th anniversary

Iconic elephant character will feature in retailer promotions up to Christmas.
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US retail is getting behind Babar this Christmas season to celebrate the elephant's 80th anniversary.

Throughout November, Saks Fifth Avenue Toy Boutique featuring Babar will take center stage within the children’s department in the flagship New York City location, and 21 other Saks locations nationwide.

The boutiques will feature a range of exclusive new high-end products that bring the charm of the original Babar books to life. 

New York’s largest independent children’s bookstore, Books of Wonder, will be transformed into “Babar Central”, with special store windows dedicated to Babar and his 80th birthday; a Babar book signing by author and illustrator Laurent de Brunhoff, and more.

New Babar products will include board books and games to puzzles, plush and pajamas.

Babar originated in the 1930s as a bedtime story told to Laurent and his brother by their mother, Cecile, and first came to life through the art of Laurent’s father, Jean de Brunhoff, a painter, who produced seven books about the character.

“What began as a family bedtime story nearly a century ago has grown into one of the most successful and well-loved children’s book series and brands of all time,” said Andrew Kerr, Head of Consumer Products, The Americas and Australasia, for Nelvana Enterprises. 

“With a standout presence at Saks Fifth Avenue and Books of Wonder, coupled with the launch of an exciting new product range marking the brand’s stateside reintroduction after more than a decade, we are thrilled to kickoff Babar’s 80th celebration – and to invite fans of all ages to take part in the fun.”

Nelvana manages the Babar brand in collaboration with The Clifford Ross Company.

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