All the natural goodness that Burt’s Bees is loved for, made especially for little ones.

Last year, Burt’s Bees® -a name that stands for natural skin care- introduced Burt’s Bees Baby, an earth-friendly lifestyle brand for babies and their moms.

Launched as a “natural” evolution of the Burt’s Bees brand, Burt’s Bees Baby has introduced an entirely new genre into the natural and organic markets, catering to the family that shops locally, buys organic and visits famers’ markets.

And you can buy it at Target.

We are building on that tradition by offering families a high quality, organic line of products that starts with babies and expands to the entire family.

Through a licensing venture with brand building and product design firm Ayablu, Inc., the line includes newborn essentials such as apparel, accessories, bath linens and gift sets, as well as skincare. And the relatively new brand seems to exude both the character and spirit of the Burt’s Bees brand, described as “whimsical, carefree and intent upon doing things in a ‘better way’ -in a way that is accessible to all.

“The Burt’s Bees Baby brand was thoughtfully crafted in the glow of the Burt’s Bees brand mission,” says Michelle Visser, Ayablu’s CEO. “We wanted to bring you a product line that would nurture children – soft, natural pieces and 100% organic. Building on a culture of caring and well being, our mission is to create a collection that frees families to relax, enjoy and revel in every moment with their little ones.”

An expert in the children’s market, Michelle has launched children’s brands for Ralph Lauren, Tiffany & Co and Lucky Kids, and help senior executive jobs with Pottery Barn Kids, Nike for Kids and others.

Burt’s Bees Baby is a high-quality, organic collection trusted almost immediately by the shopping public. In addition to e-commerce, www.burtsbeesbaby.com serves as an educational platform with original editorial content and as a forum for moms and moms-to-be. The brand is poised for growth, with plans to add apparel and accessories sizes for toddlers and children, new categories including diaper bags and gear, health and safety, playtime, seasonal offerings, furniture and other products the family.

• Children’s Retail Today publishes new posts on Tuesdays, Wednesdays and Thursdays. If you want to get the word out about your innovative, imaginative and inspiring products for children, contact me today!