Burt’s Bees Adds Baby Line

Burt’s Bees has embarked on a licensing venture with Ayablu, Inc., to release its new line Burt’s Bees Baby. The line will feature natural, organic products for both mom and baby. Products include apparel, bath linens, gift sets, and accessories and plans to expand across the baby, home and lifestyle categories to include gear, play-time, furniture and seasonal items. The line recently launched at select Target stores and on Target.com, and will also be available at buybuy Baby and BabiesRUs.com beginning August 1. “Nearly 30 years ago, the Burt’s Bees brand grew out of a love of nature and a strong commitment to do what’s right by the planet,” says Jim Geikie, vice president of global marketing at Burt’s Bees. “Now, a leader in natural health and beauty care products, we care for the entire family, including mama and baby, from head to toe. We are pleased to extend this beloved brand broader in the lives of our consumers with the Burt’s Bees Baby launch, working with experienced partners that share our values.” Burt’s Bees Baby will fill the void for high-quality, trusted and organic products in the moderate price range, with a 100 percent organic three-piece newborn apparel set retailing for only $9.99. The Burt’s Bees Baby website will launch in September.