HABA USA Partners with Highlights on New Toy Line

Beginning in 2018, toy retailers across the country will reap the double benefit of two iconic children’s brands coming together in HABA USA’s new Highlights toy line.

Fusing proven play patterns with European design and modern manufacturing processes, the new line will feature high-quality wooden toys and games to fit all budgets.

The Highlights line will launch with 12 developmentally-appropriate toys for children ages 12 months and older, incorporating Highlights’ popular “That’s Silly” designs as well as animal- and monster-themed toys. Additional products will be forthcoming. The new toy collection is set to debut at retail in Summer 2018.

“The wholesome, educational promise of Highlights is a perfect fit for HABA USA’s classic, trusted, time-tested play patterns and we look forward to bringing the iconic and recognizable elements of the brand to life through this line. We’re also pleased to be able to offer a more affordable version of our traditional line, so that every family can afford a HABA USA toy,” Said Lea Culliton, president of HABA USA.

“The HABA partnership anchors our strategy to grow the beloved Highlights brand beyond our successful book, magazine, and digital publishing programs.  The quality and innovation of the Highlights by HABA line will deliver a play experience that furthers our vision of raising curious, creative, caring, and confident kids,” Said Mary-Alice Moore, SVP and publisher, Highlights Retail Group.

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