In addition to a re-launch of the brand at U.S. retail after more than 10 years, Nelvana Enterprises has secured promotional partnerships with Saks Fifth Avenue and Books of Wonder. (Nelvana Enterprises manages the Babar brand in collaboration with The Clifford Ross Company.)
The look and feel of the vintage Babar brand will be showcased in a range of new products set to launch at specialty toy and bookstores nationwide this holiday season, including board books, games, puzzles, plush and pajamas.
Throughout November, a Saks Fifth Avenue toy boutique featuring Babar will take center stage in the children’s department at 22 Saks locations nationwide. The boutiques will feature a range of exclusive new products, including life-size Babar plush exclusively available at Saks. Babar will also be featured in the retailer’s New York City holiday windows and have a full-page presence in the annual Christmas catalog.
Additionally, New York’s largest independent children’s bookstore will be transformed into Babar Central this holiday season. Festivities include store windows dedicated to Babar and his 80th birthday, a Babar book signing, Babar story times and an auction of rare Babar silkscreened prints with proceeds to benefit Reading is Fundamental.
“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,” says Andrew Kerr, head of consumer products, the Americas and Australasia, 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 re-introduction after more than a decade, we are thrilled to kickoff Babar’s 80th celebration.”