Family lifestyle brand Worlds Apart has unveiled HelloHome, a go-to-brand for children’s bedroom furniture. Established as the UK’s number one supplier of toddler beds, Worlds Apart has experienced significant growth within the toddler bed market and has grown the retail category by £12m since 2010.
This growth, supported by extensive consumer insight studies, encouraged the business to create a strong, consumer-facing brand to house its entire children’s furniture range, which includes fun and functional furniture for kids aged 18 months to pre-teen children.
Worlds Apart has strong licence partnerships with Disney, eOne and Hit Entertainment amongst others. As a result, the new HelloHome range has a selection of well known characters such as Disney Princess, Peppa Pig and Thomas the Tank Engine, creating bedrooms that children will want to spend time in.
Marketing director and partner, Andy Cooper, says: “We created the HelloHome brand to provide imaginative room furniture solutions. The range balances functional design and engagement for children through character and features. We are one of the only UK suppliers of children’s beds and furniture with a fully supportive marketing campaign that includes TV sponsorship. We have great confidence in seeing significant growth with this range within the next few years.”
HelloHome’s new line of Autumn/Winter 2014 toddler beds has been developed to help meet a market demand not fully catered for - safe, age appropriate toddler beds that ensure the transition from cot to bed is as smooth as possible. The range is unique within the current marketplace, as it offers both functionality benefits and features that heighten child engagement. This year sees the introduction of Snuggletime Toddler Beds with shaped sides and protective arms to keep little ones safe. The Storytime Bed solves sleep and storage in one by incorporating shelves neatly within its design.
The new brand and range of products are supported by an integrated marketing campaign, Ready for Bed? which aims to support parents and toddlers with the transition from cot to first bed. The campaign includes extensive TV sponsorship, making HelloHome the only UK children’s furniture brand to have a dedicated marketing campaign of this kind. Worlds Apart’s in-house design team is busy putting the finishing touches to a number of exciting new own-brand HelloHome products launching next season.
Well respected in both the toy and furniture industries, Worlds Apart is a name synonymous with fun, yet functional products, appealing to parents and children alike. The HelloHome range seamlessly reflects this, by incorporating storage and safety elements for parents, alongside designs that are unique and engaging for children.
HelloHome consists of beds, desks, wardrobes and storage solutions such as bookcases, toy boxes and storage drawers. Products from the HelloHome collection are currently available from a range of major retailers including Toys R Us, Amazon, Argos, Very.co.uk and Tesco.
