London, UK — Poetic Brands, the specialist apparel licensee, has announced a new partnership with Rockpool Licensing for hit live action series, The Baby Club.

The new collection is set to include layette & fashion daywear along with nightwear, snow suits, sleeping bags, accessories, towels and changing bags inspired by the bright colours and interactive focus of The Baby Club.

Having launched a new Baby, Children’s wear and Accessories division at the end of 2019, headed up by Anne Bradford, Poetic Brands is now growing its roster of children’s brands with leading properties to create a unique offering in the popular baby and children’s sector, to sit alongside its already successful adults offering.

Having launched in February 2019, The Baby Club was an immediate hit with young families and the first two series have achieved incredible ratings both in linear viewing figures and on demand. The BBC has already commissioned a third series, which is now in production and due to air in spring 2021.

The brand also diversified over the past year with a Baby Club at Home series during lockdown, a parenting podcast, commissioned by the BBC and hosted by Jennie McAlpine and an album of The Baby Club greatest hits.  2021 will also see the launch of The Toddler Club at Home and Baby Bear and Me, an interactive, baby-facing Podcast, all hosted by Giovanna Fletcher and Nigel Clarke.

The Baby Club brings activities taking place at baby groups into people’s homes. Each episode is hosted by either Giovanna or Nigel, who welcome a group of babies and their grown-ups, and lead on-screen activities while encouraging viewers to join in at home. The series is firmly rooted in academic research recognising how vital parent-baby attachment is to a child’s development.

Anne Bradford, Director, Poetic Brands, comments: “The Baby Club” has been an incredible project to work on to date. The engagement for this pre-lockdown was huge and the subsequent lift in engagement is off the scale which bodes well for its activation at retail. We are working on truly immersive product ranges encouraging parents to interact with their babies and continue the messaging of the show.”

Vickie O’Malley, Managing Direct, Rockpool Licensing, adds: “The Baby Club has bonding and interactivity at the heart of the show. Poetic Brands is doing an amazing job of incorporating these values carefully into their design and their skill is helping us to realise beautiful babywear that makes the most of every interaction with baby, whatever the time of day.”