CHF, Alex to launch new line at Toy Fair
-- Home Textiles Today, 2/12/2009 11:08:00 AM
New York – Toy company Alex has partnered with diversified home textiles producer CHF Industries to introduce the ALEX Home collection at the American International Toy Fair when it opens on February 15 at the Jacob Javits Center here.
Alex is known for its creative children’s products; its line of more than 1,000 items encourage imaginative play and crafts projects. Alex products are told to the upscale specialty market through retail stores, catalogs and Internet sites in more than 80 countries.
CHF previewed the line to home textiles retailers at market last September, and will now provide toy buyers a chance to get in on the debut.
The launch collection will feature the new “Moody Monsters” – a theme Alex is introducing this year at the Toy Fair. The line will include a collection of bedding and bath items inspired by the Moody Monsters concept, which was designed to help children get over their bedtime fears by “channeling their inner monster.”
Moody Monsters bedding products will include sheeting, comforters, sleeping bags and dec pillows. Bath items are designed for kids to play with in the tub. In addition, CHF will launch a line of interactive room accessories provide play for children while also giving decorative and storage solutions to their parents.
Nurit Amdur, ceo of Alex, said his company partner with CHF “because of their mutual interest in bringing innovative products to the marketplace.”
CHF evp Joan Karron noted that CHF “has a soft spot for quality kids’ products.”
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