Highlights Magazine is timeless, and many would consider HABA toys right up there with it. Starting next year, the two will come together as the iconic children’s brands are coming together in HABA USA’s new Highlights™ toy line, available in 2018. The aim is to provide “an affordable new line of toys blending the time-tested educational and developmental expertise of both brands.” The initial collection will launch with 12 developmentally-appropriate toys for children ages 12 months and older, incorporating Highlights’ popular “That’s Silly” designs as well as animal and monster-themed toys.
In the announcement, Lea Culliton, President of HABA USA, said, “The wholesome, educational promise of Highlights is a perfect fit for HABA USA’s classic, trusted, time-tested play patterns and we look forward to bringing the iconic and recognizable elements of the brand to life through this line. We’re also pleased to be able to offer a more affordable version of our traditional line, so that every family can afford a HABA USA toy!”
Mary-Alice Moore, SVP and Publisher, Highlights Retail Group, adds, “The HABA partnership anchors our strategy to grow the beloved Highlights brand beyond our successful book, magazine, and digital publishing programs. The quality and innovation of the Highlights by HABA line will deliver a play experience that furthers our vision of raising curious, creative, caring, and confident kids.”
Additional toys will be announced in the months ahead. Is it wrong that I sorta want a set of wooden Goofus and Gallant figures to display in my office here at Rock Father HQ? Stay tuned for updates.