Burt's Bees expands with earth-friendly lifestyle brand for babies, moms

NEW YORK — Natural personal care brand Burt’s Bees has inked a licensing deal with Ayablu to launch a Burt’s Bees Baby-licensed lifestyle brand for babies and moms.

The line debuts with a collection of newborn essentials, including apparel, accessories, bath linens and gift sets, and soon will expand into multiple categories across baby, home and lifestyle. Burt’s Bees Baby recently launched at select Target stores and on Target.com, and will be available Aug. 1 at buybuy Baby and on BabiesRUs.com. Burt’s Bees Baby will launch a website in September.

Burt’s Bees Baby will grow beyond newborn essentials to offer additional size zones in apparel and accessories for toddlers and children. New categories will include gifts, linens (e.g., towels and bedding), gear (e.g., canvas diaper bags, etc.), health and safety (for mother and child), bath and grooming (expanding existing assortment), play-time (e.g., educational toys, play-mats, indoor and outdoor toys), seasonal (e.g., holiday cards, gifts, decor), furniture, and additional product offerings for the family, including Mom, Dad and siblings.

Burt’s Bees Baby will provide organic products that are accessible and financially attainable for the mass consumer. For example, a 100% organic three-piece newborn apparel set (bodysuit, bib and hat) will retail for $9.99; a 100% organic baby knit terry coverall: $14; a 100% organic cotton hooded blanket: $16; a seven-piece "Better Bath Time Basket" (includes a 100% organic cotton robe, hooded towel, two washcloths, and Baby Bee shampoo, wash and nourishing lotion): $39.99.