Earnshaw's

Discovery Communications Inc. is entering the realm of baby products, launching new extensions of its "TLC Baby" programming through licensing partner Big Tent Entertainment. TLC's shows "A Baby Story" and "Bringing Home Baby" will inspire a comprehensive line spanning layette/baby bedding/blankets, apparel, learning and development, health and safety, bath, feeding, electronics, furniture and room decor.

Babies "R" Us has recently signed a deal with U.K.-based retailer Mamas & Papas to offer a selection of its juvenile products range in 23 store locations in the United States. According to reports, Mamas & Papas expects the deal to lead to sales of up to $15 million in the first year. Depending on the initial success of the line, Babies "R" Us could opt to roll out the range to all of its U.S. stores. Mamas & Papas was started in 1981 in Yorkshire by Italian entrepreneurs David and Luisa Scacchetti. Visit www.mamasandpapas.com.

Sanrio, the global company behind the iconic Hello Kitty character plus Little Twin Stars and My Melody, is gearing up for a worldwide celebration in honor of its 50th year in 2010. A year-long celebration will begin in August and will include the launch of unique co-branded collaborations, specially designed product lines featuring a variety of Sanrio characters and public events.

The Juvenile Product Manufacturers Association (JPMA) has launched a website promoting safe sleep at www.cribsafety.org to educate caregivers on how to keep babies out of harm's way. The site includes informative videos; links to the parts, hardware and assembly instruction sections on several crib manufacturers' websites; a comprehensive listing of all infant sleep-related product recalls since the 1970s; as well as background information on sudden infant death syndrome (SIDS).

European children's shoe label Primigi is covering all the bases with a new clothing collection designed to complement the footwear line. The company will bow layette and sportswear collections up to size 14 for Spring '11, showcasing the apparel for the first time at the August ENK Children's Club show, being held in New York Aug. 1-3.

Baby product and accessories manufacturer Kushies announced plans to branch off its layette and apparel business so the Stoney Creek, Ontario-based company can expand its offerings. "Layette and apparel have grown to become an increasingly important part of our business," said Sam Perez, president and CEO. "We're committed to providing retailers with the very best layette and apparel products in the category and we've hired a great team to support retailer's marketplace needs."

Elyse Kroll, chairman and CEO of ENK International, was honored at Kids in Distressed Situations' (KIDS) fourth annual Women in Industry Luncheon on June 3. Kroll has established herself as a driving force in the fashion industry and is actively involved in a number of children's charities, including The McCarton School for autistic kids, KIDS, The Parkside School for learning difficulties, Fashion Delivers and more.

The Playtime trade show, which produces editions in Paris, Tokyo and now New York, has announced it has become a platform for approximately 300 international children's, junior's and maternity brands to showcase their wares. Participants at the first New York edition, scheduled to take place July 31-Aug.

The International Licensing Industry Merchandisers' Association (LIMA) announced the winners of its Excellence Awards, recognizing standouts from the calendar year 2009, at last weeks Licensing Expo in Las Vegas. Vampire favorite "The Twilight Saga: New Moon" was named License of the Year, while Paul Frank Art was a first-time winner (boosted by Kids Headquarters' Paul Frank Apparel, named Best Art Licensee).

Toy manufacturer Mattel is launching a brand-new property aimed at tween and teen girls, Monster High, and for the first time in the company's history, product for this new brand will simultaneously roll out across a breadth of diverse consumer products categories.