Two Iconic Children's Brands Come Together In Brand New Toy Line

SKANEATELES, N.Y., Sept. 5, 2017 /PRNewswire/ -- Beginning in 2018, toy retailers across the country will reap the double benefit of two iconic children's brands coming together in HABA USA's new Highlightstm toy line.

HABA USA, the high-quality, European toy brand parents have trusted for more than 75 years, has partnered with Highlights, the beloved American media brand, to create an affordable new line of toys blending the time-tested educational and developmental expertise of both brands. Fusing proven play patterns with European design and modern manufacturing processes, the new line will feature high-quality wooden toys and games that every family can afford. The Highlights line 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. Additional products will be forthcoming.

HABA USA will be promoting the line via their current marketing and sales channels, which have proven highly-successful over the years. Likewise, Highlights will introduce and tout the line ensuring both parents and children will be clamoring for the products.

Lea Culliton, President of HABA USA, says, "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, says, "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 tm kids."

About HABA USA:

Bring home Europe's very best with HABA USA, the high-quality brand that parents have trusted for more than 75 years! HABA USA fuses time-tested play patterns with European design and modern manufacturing processes to create their award-winning line of wooden toys and games. From toy cars and trains to building blocks and pretend play props, HABA USA's line of classic, non-electronic toys and games has something (stylish!) for everyone. Join generations of children around the world who have to have their HABA!

About Highlights:

Devoted to "Fun with a Purpose" for over 70 years, global media brand, Highlights, (www.highlights.com) has helped millions of children foster their creativity and become their best selves.  Its magazine portfolio includes the flagship Highlights^TM magazine for children 6-12, Highlights High Five ^TM for children 2-6, High Five Bilingue^TM, an English/Spanish version of High Five^TM magazine, for children 2-6; and Highlights Hello magazine for children 0-2 and their parents, grandparents, and caregivers.  Highlights Press launched in 2015 and is one of the fastest-growing children's book divisions at retail.

For more information about this partnership, contact Molly Collins at [email protected]. For additional information on HABA usa, visit www.habausa.com. For additional information on Highlights, visit www.Highlights.com.

SOURCE HABA USA