Licensed lines in infant trend toward lifestyle

Orlando— At the Juvenile Products Manufacturers Assn. trade show here in late May, retailers got a look at the newest trends in licensed infant bedding. Although character classics like Pooh and Beatrix Potter will likely always have a place on store shelves, more and more manufacturers are showing licensed infant bedding with a lifestyle feel to it.

From Baby Boom's new line of Benetton licensed infant bedding to Crown Crafts' Nautica line to Zheng Zhang's Graco crib bedding, these new releases have licensed a name, and as a result, a feel, rather than a direct character license. This follows a trend from adult bedding, where names like Ralph Lauren have been popular for years.

Laurie Berkin, principal at Marathon Marketing, said that while the mass market continues to support the character and entertainment properties, she sees a trend toward lifestyle brands in infant, especially in the higher-end market.

"In the mid-tier and specialty market, you have (consumers) who are very familiar with brands in their adult lives," said Berkin. "They're used to taking a brand like Nautica and moving with it from apparel to adult bedding, so it makes sense in infant."

Because these consumers — today's new moms — have integrated these brands into their everyday life, it doesn't seem out of the ordinary or extravagant to have a branded line of infant bedding, said Berkin.

Joni McConnell, infant and toddler buyer for J.C. Penney's catalog division, said she noticed a trend toward lifestyle licenses at JPMA as well. "That seems to be the way it's going," said McConnell, though she thought some of the new lifestyle licenses were too fashion-forward and expensive for middle America. Still, said McConnell, it's a trend she'll look more closely at next year.

Baby Boom launched two lifestyle brands in the infant bedding arena: Benetton, which makes a crossover from the fashion world, and MiGi, based on founders Michelle Adams and Gia Russo's books and television shows. Baby Boom's director of communications Dana Lambros Scott said that the MiGi bedding was the hit of the show.

"It's a cleaner, more stylish, more chic way to go," said Scott. Baby Boom has found success with many character licenses, and Scott said the company will continue to focus on those properties as well. But the lifestyle licenses target a different, more upscale customer, said Scott.

"It's a completely different image," she said, "and the price points are different." Licensed character properties might feature items that retail at $40 at mass market stores, she explained, while MiGi bedding will retail in the $150 to $200 range at mid-tier, department and specialty stores.

Scott said that with so many acclaimed children's properties on Baby Boom's roster, the lifestyle licenses are a nice balance and direction for the company. "Because the reaction was so strong, it's an indication of where we should and want to go," she said.

Baby Boom's Benetton crib bedding collection takes its inspiration from the fashion world.

MiGi infant bedding, new from Baby Boom, was a big hit for the manufacturer at JPMA.

Zheng Zhang's new licensed Graco bedding features multiple patterns and a lifestyle feel, along with a trusted brand name.