New Peanuts L&M Collection for Babies

WildBrain CPLG has signed a deal with the sensory baby lifestyle brand Etta Loves for a collection inspired by the Peanuts brand.

Brokered by WildBrain CPLG on behalf of Peanuts Worldwide, the collaboration has launched in the U.K. It includes a reversible playmat, comforter, teether and muslins along with Etta Love’s latest addition, the Sensory Strip for calmer pram rides and tummy time.

Tara Botwick, senior director of territory management for EMEA at Peanuts Worldwide, said: “Building the Peanuts infant consumer products program has been key to our strategy over the last few years and this new collaboration with Etta Loves offers an innovative new avenue in this sector. By combining beautiful patterns that encourage early sensory development, with high-quality and versatile products, we’re confident this new range will be hugely popular with parents and their little ones across the U.K.”