Company has created a new science-based sensory collection for babies featuring the artist’s work.
Innovative baby brand Etta Loves is collaborating with legendary artist and activist, Keith Haring, on a new science-based sensory collection.
The new range of baby essentials combines Keith’s classic colourful figures with the expertise of Etta Loves’ resident NHS orthoptist, an expert in children’s vision, who consults with the design team to ensure that every scale, pattern and colour supports babies’ visual and cognitive development.
The science at the heart of Etta Loves ensures that babies are stimulated and mesmerised, giving parents a precious moment of calm and, with Keith Haring, their first art gallery experience.
The Keith Haring collection is comprised of two designs. Baby features one of Keith’s most recognisable icons – crawling babies in high contrast black and white – with the design scaled to support babies’ visual and cognitive development from birth to around four months.
Meanwhile, Brazil is a brightly coloured version of the 1989 artwork of the same name, recoloured and scaled to support babies from five months to around a year old.
Products in both collections include a reversible playmat, the bestselling sensory strip, extra large muslins, comforters and a teether. There are also two new products – a muslin two-pack and reversible three-layer muslin blanket.
The collection is the first to be produced in 100% organic cotton.
“Keith Haring famously said that ‘Art is for everyone’, so to be able to introduce the radiant joy of his work to a new generation is an honour,” commented Jen Fuller, founder of Etta Loves (pictured above inset). “This unique range truly does collide art with science in the most magical of ways, to support babies with their development while giving parents some well needed and very stylish calm in the everyday.”
The partnership was brokered by global licensing agency, Artestar.
