Dan River, Tonka construct partnership

By Marvin Lazaro -- Home Textiles Today, 12/18/2000 12:00:00 AM

DANVILLE, VA -Dan River Inc. and a popular toy manufacturer have teamed up to bring "toughness" to children's bedding.

The Danville, VA-based textiles manufacturer's Home Fashions for Kids division announced it reached an agreement in principal with Pawtucket, RI-based Hasbro Inc. for Tonka, a classic lifestyle brand known for its sturdy toy trucks.

Dan River will develop its new line of juvenile bedding and accessories with "little tough guys" from the ages of 2 to 8 in mind, the same target age group as the toys themselves.

"Tonka has a 99 percent total brand awareness among American moms of boys, and our juvenile bedding will build upon the established brand loyalty by expanding a child's experience with Tonka," said Daniel Hammer, senior vp, sales and marketing, Dan River's Home Fashions for Kids division. "We are pleased to add the well-recognized and trusted Tonka brand to our juvenile bedding assortment."

The new line will be available in toddler, twin and full sizes. A coordinating comforter, sheet set, bed skirt, pillow sham, blanket, drape, valance and decorative pillows will all be offered and be available for shipping in spring 2001.

Colorways for the line will be primarily blue with the familiar bright yellow used for the trucks in the design and used as an accent color, said Laurie Berkin, director of marketing and licensing, Dan River's Home Fashions for Kids division. Artwork for the patterns debuted this past fall.

"Boys love Tonka because it's the brand that puts them in the driver's seat," said Patricia Schmidt, vp, 3D Licensing North America, a Tonka licensing company. "And parents know that Tonka is all about quality, which is why we are so pleased to partner with Dan River Home Fashions for Kids, an industry leader with a well-earned reputation for high-quality bedding products for children."

Dan River had previously worked with Hasbro for its Furbee licensed bedding, based on the popular Tiger Electronics toy.

Suggested retail price for a twin sheet set will be $19.99 with a twin comforter suggested at $39.99. A full sheet set will be offered at $29.99, while a full comforter will be $49.99.