Online Exclusives

It's a Family Affair

By Mellisa Meisel, Associate Editor | December 4, 2009

Tiny Tillia bath and body range goes national in Babies R Us stores.

Once upon a time Tiffany Lerman had an idea. It was a personal care line for kids made of endearing animal characters with specific traits and stories to make bath time fun for children. Dilly Pig dives for sea treasures; Ben Giraffe likes curly fries and soccer; Indy Sheep (at left) eats daisies and disco dances. Tiny Tillia was born.

Ms. Lerman is no stranger to the consumer goods industry. The London-born designer and creator of the Chester collection of fashion prints (found on products ranging from handbags to scrapbooking) is the daughter of novelist Jackie Collins. Having two small children at home, she wanted to tap the growing kids’ marketplace as her next project.

The paraben-free line—which just entered Babies R Us stores across the nation last month after being sold in a variety of trendy boutiques—uses calendula for its soothing qualities, chamomile to calm and aloe vera to moisturize. Products range from a Tropical Blast Hand Sanitizer ($10) to Citrus Sorbet Bubble Bath ($14).
“It makes perfect sense to launch Tiny Tillia Signature in Babies R Us,” Ms. Lerman told HAPPI.“Not only is it the go-to store for discerning parents who are looking to use only the best products on their children, butBabies R Us is also top of mind for registry and gift-giving.The Tiny Tillia gang could not dream of a better partnership.”

So, what makes the actual products stands out from dozens on the shelves? According to Ms. Lerman, “Tiny Tillia combines premium ingredients and product with a character base that truly resonates with children.Our bath and body products are a fun, hip and gentle alternative to other brands in the market.The wide range of super fun and great smelling products help to strengthen the bond between parent and child by making everyday routines, like bath time, an enjoyable experience that turns into playtime as well.”

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