Bathtime Buddies relaunch: UK appetite for baby-specific continues

By Lucy Whitehouse

- Last updated on GMT

Bathtime Buddies relaunch: UK appetite for baby-specific continues
In a sign that consumer interest in baby- and child-specific products is up in Europe, one UK brand is marking its 25th birthday with a complete relaunch.

Bathtime Buddies will be launching new packaging and new products as part of the overhaul, and say it is a response to how consumer behaviour has changed over the preceding period when it comes to children’s bath time purchases.

Busier weeks, a splash at weekends

The new designs follow consumer research by H&A, Bathtime Buddies owner, which revealed the nation’s bath times are changing to suit the modern family.

Nicola McQuillan, Product Marketing Director at H&A, says: “Children’s bath times have evolved significantly over the last decade and the Bathtime Buddies range is growing and adapting too.

“We’ve found that children in 2018 typically have a quick, functional washing routine during the week due to the time constraints of working parents, but when the weekend arrives, it’s all hands on deck for a big, fun bath with lots of toys in the mix.

“We call it the Great British Bathtime and it has become one of the most important family bonding opportunities of the week, and quality time that everyone looks forward to.”

New to the range are three key products:

  • Bathtime Fun Stacking Cups (RRP £3.50) encourage imagination and creativity through splashing, pouring and stacking. Join

  • Mouldable Bath Soaps (RRP £1.75), squidgeable and shapeable soaps designed to aid interactive fun.

  • The Bathtime Buddies Bath & Shower Wash (RRP £2) is fantastic for families. It’s designed for convenience in a large one litre format, with an easy to use pump dispenser, and is set to become a shopping trolley staple. The wash is hypoallergenic, dermatologically tested and designed to be mild and gentle on young skin, a great option for the mid-week wash routine.

Busy families seeking ways to enhance the valuable moments spent with their children will look to products like these, from a trusted brand that they may even remember from their own childhood,” ​says McQuillan.

“The range is designed to encourage quality interactive and creative play, something that parents know is essential to their child’s development, and the affordable price point places them comfortably in impulse purchase territory.”

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