Sambro has extended its licensing agreement with Cloudco Entertainment in a deal which will see a raft of new Care Bears developmental baby and toddler toys coming to market.
The Care Bears Baby range is set to launch in the spring and feature a My First collection and a full preschool activity range.
The pair have been working together since 2020 and the new deal sees a range of plush and baby activity products featuring classic characters such as Bedtime Bear, Cheer Bear and Funshine Bear hitting the shelves.
The Care Bears Baby infant activity toy range will comprise of tummy rollers, activity cubes, activity spirals, storybooks, comforters, bag clips, and an interactive sensory Care Bear.
Sambro Brand and Licensing Director, Clare Rix said: “This is an exciting partnership for Sambro and it follows on from a successful launch of our initial plush range for Cloudco’s Care Bears Baby franchise.
It will be joined by a range of plush including two new characters Good Luck Bear and Love-A-Lot Bear as well as more interactive sensory plush in a new My First… range. They’ll join the existing Care Bears Baby Plush range of 30 and 50cm bears.
Sambro brand and licensing Director, Clare Rix said: “When we renewed our partnership with Cloudco, we saw an opportunity to strengthen our ‘from birth’ offering, following the success of our Cosatto baby development range which launched last year.
“Throughout the creation of the baby activity range, we’ve been careful to ensure the products place the need and development of babies at their heart, helping to inspire educational and developmental play.
“The Care Bears brand resonates with those of all ages as those who grew up with the brand more than 40 years ago, who are now introducing the beloved characters to their children and grandchildren, and we wanted to ensure it captures the heart-warming moments and magical memories for years to come.”
The Care Bears brand rose to fame during the 1980s and celebrated its 40th anniversary in 2022. It has a history of collaborations spanning across multiple categories, including its latest plush range with Sambro International.
Charlotte Payne, director of international licensing from Cloudco Entertainment said: “Our collaboration with Sambro has been a journey of shared growth, particularly with the Care Bears Baby plush line. Their recent contributions have truly resonated with us, displaying not just expertise but a genuine embrace of our vision to craft toys that are not only fun but also bring joy and inspire happiness in infants’ lives.”
“Our new baby activity range is a first to market for us and we are excited to reach new audiences and create Care Bears fans from birth.”
