Tesco announce Exclusive X-Cat launch of The Baby Club
Tesco are backing the launch of The Baby Club product range with a dedicated bay in 200 of their top
stores. The UK’s No 1 grocer has secured an exclusive window for the highly anticipated launch of
Poetic Brands’ babywear and Golden Bear’s Baby Bear plush.
In a first for an infant license, The Baby Club will have a dedicated bay in the infant area of the main
grocery aisle in 160 Tesco Extra stores and a dedicated bay in F & F in a further 40 stores. The Baby
Club bay will feature babywear and plush merchandised together.
The launch is supported with a Social Media campaign, developed by The Baby Club Group, featuring
babies and their grown-ups in golden moments of interaction. The campaign is made up of 4 films
under the themes of eating, sleeping, getting dressed and playtime. The campaign is supported by
further educational information, ideas and tips available as on-line articles.
The product ranges feature interactivity at their heart and even the packaging is sprinkled with ideas
for grown-ups to make the most of everyday moments with their little ones.
Natalie Ackerman, Senior Brand Licensing Manager Tesco said: “We are extremely excited about the
launch of the Baby Club. We have worked incredibly hard alongside Poetic Brands and Rockpool
licensing to deliver a full product range including body suits, bundle packs and accessories, not to
mention the much-wanted Baby Bear plush. The range delivers the brand values of this license,
including education and interaction which is so important. The Baby Club group have worked on a
fantastic marketing campaign which really does enhance this range further and we expect to deliver
strong sales, making way for future growth plans for this license.’’
Vickie O’Malley of Rockpool Licensing, agent for The Baby Club added: “Tesco’s enthusiasm and vision
for The Baby Club is so gratifying and Poetic Brands and Golden Bear have been heroes in helping this
launch come about. To have a dedicated bay in the Infant Aisle and F & F is a real honour. I can’t
think of a license granted this scale of opportunity before, let alone at launch.”
The third season of the hit BBC commission launched last month and is presented by Giovanna
Fletcher and Nigel Clarke. An on-screen baby club, the show is broadcast twice daily on CBeebies. 60
episodes and many songs are now available on BBC iPlayer. As a regular feature in the CBeebies top
viewing charts, The Baby Club has been a major success since its launch in 2019 and has become a
lifeline for little ones and their grown-ups, especially during lockdown.