A new baby is born of Bassett, Springs union

Michele SanFilippo, October 13, 2003

Bassett Furniture Industries will license its Bassettbaby brand to Springs Baby Products, a division of Springs Industries, for infant and juvenile bedding. The license will be unveiled at the Juvenile Products Manufacturers Association in Dallas this May. Little Kids Preferred LLC received the license for plush toys.

"By bringing the infant bedding and plush toy category together we will be able to offer the consumer nursery packages from Bassettbaby," said Lex Bendall, Bassett's vp, juvenile.

According to Robert Spilman Jr., Bassett president and ceo, the goal is to generate a relationship with the consumer from the time babies are born and cultivate it throughout their lives. "We want to continue to leverage the Bassettbaby brand and grow our juvenile business."

Lucia Fitzgerald, president of Springs Baby Products, added: "Bassettbaby complements our own brand offerings, adding a classic style known for quality and simplicity. Working together we plan to introduce crib bedding that is as comfortable as it is beautiful."

Price points and product specifications are still being worked out.

Springs Baby Products offers other baby licenses including Little Tikes, BabyTalk (the monthly Time Warner publication), Disney Toddler (featuring Pooh and Princess) and The Learning Line. Little Tikes is a manufacturer and marketer of children's products. The Learning Line, whose collection with Springs will drop at Babies R Us and other specialty stores later this year, has developed bedding products for toddlers and infants.

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