Babycare brand aden + anais™, widely known for its muslin swaddling, sleeping, feeding and bath time products, is expanding into the baby playtime sphere. The brand’s debut into this category sees the launch of the new baby bonding playmat.
The playmat aims to create opportunities for parents and baby to interact one-on-one. It addresses the importance of play by placing value on real-time interactions that help babies reach developmental milestones. It also includes over 30 developmental benefits to support baby’s fine and gross motor, sensory and cognitive development.
The playmat features animal pals from the brand’s best-selling jungle jam print as well as luxurious cotton muslin fabric.
Commenting is Christina Campisi, director of integrated marketing for aden + anais™. “Given our nearly 15-year history of creating premium soft goods for babies, the playtime category is a natural expansion for our brand. We’re so excited to offer parents new ways to engage with baby and watch them grow.
“We know parents seek innovative solutions that provide both function and design, which the baby bonding playmat delivers on while also offering developmental benefits for baby.”
Generously oversized, the baby bonding playmat allows parents to play and explore side-by-side with baby; from self-discovery with the sun mirror to sensory development with the crinkle, peek-a-boo leaves.
Each playmat features high quality 100% muslin combed cotton with 100% hypoallergenic polyfill.
All appliqués, meanwhile, are sewn manually by skilled artisans through hand-guided embroidery machines. They are then hand-finished to create the perfect shape for each embroidered motif. The reversible design features the jungle jam print on one side, while the back features a modern print to complement every home.
The baby bonding playmat is machine washable and suitable for all ages. It will be available from www.adenandanais.co.uk as well as leading retailers nationwide.
