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Target launches toy line designed by Amy Coe

Staff -- Kids Today, 1/3/2006 12:00:00 AM

MINNEAPOLIS — Retail giant Target has looked to the lead designer in its linen department to come up with a new line of toys for children.

What resulted was the amy coe limited edition line, exclusive to the nation's second-largest discount department store.

"These toys bring you back to classic toys, to the simple days of make believe," said designer Amy Coe. "They are quite whimsical and vintage-inspired, designed for the parent and the child."

Thetoys, which launched on Aug. 1, are based on those from yesteryear, refreshed with Coe's color palette. And many of them coordinate with other merchandise in her Target line, such as Alphabet Soup and Sorbet Splash.

"We're allowing the [Amy Coe] brand to grow into other categories that make sense," Coe said. "There are lots of features, like music or embellishments, felt details and grosgrain ribbons. They hone in on what I'm known for."

The new introductions include Jacques Rabbit-in-the-Box, a plush bunny with baby-friendly handles and alphabet letters in pastel hues, and Little Mac Sorter, a barn-shaped sorter with animals sized perfectly for little hands. Both retail for $9.99. Jacques Rabbit is also available in a collectible gift set, along with a plush lamb and a rattle, for $24.99.

For the baby's bed, shoppers can pick up Cottontail's Crib Toy, featuring an assortment of interactive barnyard friends, or the Sunshine Crib Mirror, with alphabet fabric borders of embroidered animals. They retail for $19.99 and $14.99.

Woody and Pal, a convertible car of years gone by, captures lasting memories with touches of light blue, chocolate brown-paneled doors and a plush puppy along for the ride. It retails for $19.99.

The Happy Carousel Gym, available for $49.99, delights infants with felt animals and an extra-soft fabric play mat.

The amy coe limited edition line also includes plush animal favorites for $7.99 and rattles for $4.99, both great toppers on other gifts.

"The coloration of soft pastels is really key in keeping with my brand," Coe said. "It differentiates them from other lines in the marketplace."

The amy coe limited edition toys will be updated in January.

"This will keep them fresh and new-looking," said Coe, who added that upcoming toys have already been developed.

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