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Launch of aden + anais exclusively for little77
09
Jul '10
aden + anais, the baby brand widely coveted by parents and celebrities for their stylish collection of muslin swaddles, bibs, blankets and bathing cloths, announces the launch of aden + anais Exclusively for little77. Launching online in July 2010 and in-store in the fall, this new collaborative collection will be exclusive to little77 -- 77kids by American Eagle's baby line.

"We are thrilled to be one of the first brands chosen to join the launch of little77," says Raegan Moya-Jones, founder of aden + anais. "By uniting our iconic products with the remarkable design aesthetic of little77, we are creating a truly unique new must-have for families."

For this joint collection, aden + anais' wildly popular swaddles, dual-function burpy bibs, and gentle washcloths will boast delightful patterns exclusively designed by and for little77:

• swaddles: Made from 100% natural cotton muslin, this breathable 44x44 wrap has multiple uses, including swaddling, nursing cover, stroller shield and tummy time blanket.
• burpy bib: Soft and absorbent, this bib and burp cloth "in one" is specially shaped to keep things clean.
• washcloths: Plush and durable, these muslin washcloths are gentle on baby's skin.

aden + anais Exclusively for little77 swaddles will be sold in single packages, while burpy bibs will come in 2-packs and washcloths in 3-packs. aden + anais' stylized packaging will reflect little77's signature color schemes. All products will be available for online purchase in July 2010. In the fall, the collection will be available for in-store purchase at 77kids stores featuring little77, including Pittsburgh, PA; Danbury, CT; Mall of America, MN; Cherryville, NJ; Syracuse, NY and Raleigh, NC. aden + anais Exclusively for little77 products will continue to roll out in additional stores through 2011.

"aden + anais is a wonderful addition to the little77 line, and a great fit for brand," says Betsy Schumacher, chief merchandising officer, 77kids by American Eagle. "We look forward to developing innovative, inspiring products that will complement the magical experience of caring for a baby."

aden + anais was founded in 2004 by Claudia Schwartz and Raegan Moya-Jones, Australian natives who relocated to the U.S. in 1998. After becoming mothers, they were concerned by the lack of large muslin cotton fabric baby wraps traditionally used "down under." They decided to make their own version of these safe and breathable swaddles by creating aden + anais. Response from nurses, pediatricians, obstetricians, celebrities, industry experts, lactation consultants and other mothers has been overwhelming. aden + anais are recipients of the Creative Child Magazine 2007 Seal of Excellence and several prestigious iParenting media awards. Raegan-Moya Jones is also the author of Swaddle Love, a book on the art of swaddling.

77kids by American Eagle offers on-trend, high-quality clothing and accessories for kid

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