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Sophie la girafe© looks to new markets with MDR Brand Management

Posted on 22 June 2020

Sophie la girafe, the loved and iconic French teething and stimulation brand for babies and toddlers, is partnering with MDR Brand Management to expand into new categories, across the UK, Germany and Austria.

Building on Sophie la girafe’s strong brand equity and recognition, MDR Brand Management will lead on all aspects of the brand's strategic exploration and development into categories such as nursery, FMCG, apparel and textiles, dental, bath and body through collaborations with handpicked best-in-class partners, retailers and new distribution channels.

Daniel Avener, CEO at MDR Brand Management, said: "Sophie la girafe is such a trusted and cherished brand, associated with the expertise and high quality of its traditional manufacturing process, which has remained identical over the last 59 years. Sophie has become timeless, global and multi-generational, and we see huge potential in bringing these features into new categories and products, working closely with the DELISO team."

More than 50 million babies and parents have loved the squeaky giraffe made of 100% natural rubber derived from the Hevea tree and produced exclusively in the Haute-Savoie region of France. Today, no other teething toy has become such an essential companion.

The multi award-winning toy is sold across 85 markets, and Sophie la girafe’s global popularity is attributed to the fact it taps into all five senses: sight, hearing, taste, touch and smell. Core products are broadly available across Europe, with stockists including Selfridges, John Lewis, Next, Ocado, JoJo Maman Bebe, Sainsburys, Smyths Toys and Baby Walz.

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