Baby specialist Kiddicare unveils new baby toy collection

Baby specialist Kiddicare unveils new baby toy collection

In time for Easter, baby specialist Kiddicare launches its new range of toys suitable from birth. Designed to stimulate the senses and encourage motor skills, the range comprises 23 toys. 

Sunny Safari Mobile

Featuring bright colours, high contrast visuals, feel-good fabrics and grasp-friendly extras like squeakers, mirrors and bells, the collection includes cuddly toys, buggy accessories, activity arch, musical mobile plus tummy-time playmat. Each piece encourages babies to look, listen, touch and feel – and of course they’re washable (and chewable!) too. 

“This is a really gorgeous range – so much more tasteful and timeless than other garish patterned products available,” comments Katie, mummy blogger at Mummy Daddy Me.

Zoe, from Mama Geek, said: “Our eldest, Georgie, has loved showing her baby sister each of the toys on the play gym’s arch. It’s sturdy enough even for a toddler to play with. Lydia has started to gurgle and kick to the rattle, crinkle and jingles the toys make.”

Designed with sensory development in mind and ideal for indoor or on-the-move play time, Sunny Safari is a ‘classic modern’ range which will captivate baby’s attention and encourage physical activity like reaching and wriggling. With prices starting at £3.99 making them great gifts too.

Sunny Safari is available online at and in all six Kiddicare stores from 28th March 2013.


For more information or images contact Eshé Brown on 01273 760959 or

Notes to editors:

  • Baby specialist Kiddicare was established in 1974 and became part of the Morrisons family in February 2011.

  • Rotherham is the fifth Kiddicare superstore to open with a further five stores due to launch in 2013.

  • Kiddicare has won multiple awards for excellence in online, delivery, product range and customer services from influentials including Mother & Baby, Which? and Retail Systems.

  • By the end of 2013 over 1,000 staff will be employed by Kiddicare.

  • Over 1m customers visit each month.

  • Find Kiddicare on Facebook, Twitter, Pinterest and Google+.

With 488 stores Morrisons is the UK’s fourth largest food retailer, uniquely sourcing and processing most of its fresh food through its own manufacturing facilities, allowing close control over provenance and quality. Only 100% British fresh beef, lamb, pork and poultry are sold and Morrisons now has more people – including butchers, bakers and fishmongers – preparing food in-store than any other retailer. Every week, 11.5 million customers pass through its doors and more than 132,000 colleagues work hard each day to deliver great service. With competitive prices and hundreds of special offers, Morrisons is proud to save customers money every day.

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