Sensory baby brand Etta Loves is celebrating its 10th anniversary with the launch of Folklore, a woodland-inspired capsule collection introducing two new sensory products to its range.
The collection comprises the brand’s first playmat with removable arches and a new sensory mushroom plush toy, alongside a new Folklore print featuring butterflies, flowers, mushrooms, birds and other woodland motifs.
Developed around babies’ visual development, the Folklore pattern combines bold bullseyes and curves with lines, intersecting shapes and finer details designed to offer different points of interest as a baby’s vision develops.
The Folklore Playmat with Arch & Crinkle Toys supports babies from their earliest stages of visual engagement through to sitting and play.
Its removable arches and crinkle toys encourage looking, reaching and grabbing, before the mat can be used independently for tummy time, rolling and floor play. Made from GOTS organic cotton with a padded fill, the playmat is machine washable and designed for use throughout a baby’s first year.
Completing the capsule is the Folklore Sensory Mushroom Plush Toy, which brings the mushroom motif from the collection’s print to life. Designed to stand independently for tummy time and floor play, it features a sensory pattern, baby-safe mirror, crinkly butterfly and tactile ribbons. It can also be hung from a play gym or on a pram.
Commenting is Etta Loves founder, Jen Fuller.
“When I started Etta Loves 10 years ago, I had no idea where it would take us. Parents have shaped so much of what we’ve made along the way, telling us what they love, what genuinely gets used and what they need next.
“Folklore felt like a really natural extension of that. We already design for tummy time, floor play and those early stages of looking, reaching and exploring, and Folklore brings all of that together in one safe, stimulating play space. I especially love the little details, like the mushroom toy, which is adorable but works hard too, just like so many of our products. Babies change so incredibly quickly in that first year, so we wanted Folklore to feel even more complete, bringing more of those different stages of play together in one place.”
Folklore officially launches on 14 November and will be available exclusively through Etta Loves and John Lewis in the UK, and via Etta Loves’ US website and Babylist in the US. For further information on Etta Loves, please click here.