February 8, 2024


Care Bears™ Baby range will launch in Spring 2024 across the UK and feature a brand-new My First collection and a full preschool activity range

Global toy supplier Sambro has announced an extended licensing partnership with multi-platform entertainment studio Cloudco Entertainment to extend its Care Bears™️ Baby range.

Sambro has worked closely with Cloudco since 2020, and this new deal will see the two collaborate to launch and distribute an extensive collection of plush and baby activity toys.

The Care Bears Baby infant activity toy range will comprise of tummy rollers, activity cubes, activity spirals, storybooks, comforters, bag clips, and an interactive sensory Care Bear. All products will feature classic Care Bears characters, including Bedtime Bear, Cheer Bear, and Funshine Bear.

An extended range of plush toys including Care Bears My First interactive sensory plush and two exciting new Care Bears characters for 2024 – Good Luck Bear and Love-A-Lot Bear – are also planned under the new agreement.

Suitable from birth through to pre-school, Care Bears My First products, have been designed to help little ones develop fine motor skills, promote role play and parent-child interactions, and stimulate imaginations. The range features a variety of sensory and discovery elements such as rattle tummies, plus a variety of textures and sounds to keep inquisitive babies and toddlers entertained.

The new plush toys will sit alongside the existing range of 30cm and 50cm Care Bears Baby Plush which feature a range of traditional characters, including Cheer Bear, Wish Bear, Bedtime Bear, Share Bear, and Funshine Bear. Each plush has its own unique colour, belly badge and rattle inside, aiding in comfort and sensory development.

Sambo has long-standing partnerships and award-winning relationships with many of the world’s top licensors including Disney, Hasbro, Paramount, and Mattel. This year, the toy firm announced further partnerships in the preschool space, including Acamar Films and Cosatto®.

Sambro Brand and Licensing Director, Clare Rix said: “This is an exciting partnership for Sambro and it follows on from a successful launch of our initial plush range for Cloudco’s Care Bears Baby franchise.

“When we renewed our partnership with Cloudco, we saw an opportunity to strengthen our ‘from birth’ offering, following the success of our Cosatto baby development range which launched last year.

“Throughout the creation of the baby activity range, we’ve been careful to ensure the products place the need and development of babies at their heart, helping to inspire educational and developmental play.

“The Care Bears brand resonates with those of all ages as those who grew up with the brand more than 40 years ago, who are now introducing the beloved characters to their children and grandchildren, and we wanted to ensure it captures the heart-warming moments and magical memories for years to come.”

The Care Bears brand rose to fame during the 1980s and celebrated its 40th anniversary in 2022. It has a history of collaborations spanning across multiple categories, including its latest plush range with Sambro International.

Charlotte Payne, Director of International Licensing from Cloudco Entertainment said: “Our collaboration with Sambro has been a journey of shared growth, particularly with the Care Bears Baby plush line. Their recent contributions have truly resonated with us, displaying not just expertise but a genuine embrace of our vision to craft toys that are not only fun but also bring joy and inspire happiness in infants’ lives.”

“Our new baby activity range is a first to market for us and we are excited to reach new audiences and create Care Bears fans from birth.”

The Sambro Care Bears Baby range will launch in Spring 2024, with the first products in the range showcased to retailers, buyers, and media at Toy Fair London in January (stand B80) and Spielwarenmesse in February (Hall 12 Stand G17).

Muhammad Mahmood