Jeep, PGA drive into baby market

DSN Retailing Today, June 13, 2005 by Doug Desjardins

Branding in the baby goods business used to be the exclusive domain of characters from kid-friendly brands like Sesame Street and Disney. But now manufacturers are teaming up with brands not commonly associated with toddlers, including Harley Davidson, Jeep and the Professional Golfers Association.

Some of these unlikely partnerships were on display at the 2005 Juvenile Products Manufacturers Association show in Orlando May 23-25. More than 400 exhibitors and 2,000 buyers and retailers were at this year's event--the first held in Orlando--to check out the latest in baby gear and accessories.

Kid's furniture manufacturer Kid Craft used JPMA to unveil its new product lines of Hello Kitty and Strawberry Shortcake branded furniture as well as product based on partnerships with the PGA Tour and Harley-Davidson.

The product lines include Harley-branded growth charts and piggy banks along with PGA Tour-branded clubhouses, desks and rockers. "Some of our best-selling products are PGA Tour and Harley-Davidson products like rockers," said a Kid Craft spokesman.

Another unusual entry in new products for toddlers is Jeep, which has been extending its brand into new areas in recent years and now has juvenile product manufactured by Delta Enterprises, Kolcraft and Baby Boom.

"Jeep product has always been well reviewed by the baby magazines," said Debra Joester, president of The Joester Loria Group, a marketing firm that represents Jeep. "Very few promotional products really make it in juvenile products and Jeep is one of the only real success stories."

Jeep consumer products generated more than $450 million in global sales last year and baby products was one of the fastest-growing areas, with sales increasing 45% in 2004. Its key areas include infant and toddler bedding from Baby Boom and a new line of infant and toddler beds made by Delta Enterprises. Other Jeep-branded product now on the market includes joggers, play yards, diaper bags and soft carriers.

Manufacturers acknowledge that brands like Harley-Davidson and the PGA Tour aren't a natural fit in the baby goods business but note that buying decisions in the sector are based on the preference of parents making their own brand statements. Once a child enters the pre-school years, buying decisions become a collaborative effort.

While some unusual partnerships were on display at the JPMA show, there were plenty of new licensed goods along more traditional lines. A good example was a line of Dr. Seuss Nursery products from Bumkins Finer Baby Products that will arrive at retail later this year.

The company negotiated a deal with the estate of the late Theodore Geisel, who created The Cat in the Hat and other Dr. Seuss characters, for the exclusive rights to use Dr. Seuss characters and images for a line of infant and toddler apparel and accessories.

"We have an exclusive on products for the 0 to 24 age range," said Bumkins media coordinator Scott Koenig. Bumkins product line includes playwear, sleepwear, blankets, swimwear and waterproof products that will start rolling out in September.

Sesame Street introduced its new Sesame Beginnings line of infant and toddler products, which has already been rolled out internationally in Mexico through WalMart and in Australia at Target. The company is partnering with manufacturers like Baby Boom, Hamco and Kolcraft for a full line of apparel, strollers and infant care products that feature Sesame Street characters and will get a full brand launch this fall at most retailers.

Delta Enterprises displayed its new infant and toddler branded furniture from new partners Jeep and Care Bears and announced plans to expand existing lines it has based on Disney Princess and Hot Wheels. The company also has Dora the Explorer and SpongeBob SquarePants on its list of licensing partners.

ABC Development unveiled its new products based on licensing deals with Tonka Trucks and Strawberry Shortcake. And LeapFrog introduced its new LeapFrog Infant Learning System and Learn-Around Playground designed for 1-year-olds. Both products will debut in stores this fall.