Licensing News

Etta Loves x Keith Haring Launches New Sensory Collection for Babies and Toddlers

Etta Loves x Keith Haring

The Etta Loves x Keith Haring Bath Toy Collection merges the joyful, energetic art of Keith Haring with Etta Loves’ expertise in creating products that engage and delight babies and toddlers. 


The three bath toys in the collection are meticulously crafted to be safe, soft, and visually stimulating, ensuring that every bath time becomes an educational and sensory experience for children. The bath toys focus on Haring’s iconic Baby, Dog and Heart artworks and come in a beautiful, co-branded box. Babies’ will love the look and feel of the natural rubber, and they’re as good for chewing as they are for water play. They can also be used for teething purposes as they are 100% natural rubber and hole free. 


Each Keith Haring bath toy has been optimized to promote sensory exploration, through its shape, feel and striking aesthetic. Painted keylines on one side, with raised features on the reverse, bath time will be a physical sensory experience as well as a visual one. This encourages cognitive development, and water familiarity in young children whilst providing little ones with their first art gallery experience. 


The collection also features an exclusive teether using Haring’s ‘baby’ iconography ($18). It is perfect to soothe painful gums and stimulate little ones’ senses and designed to take some of the pain away from teething (for babies and their parents!) The soft and flexible natural rubber is gentle on your baby’s delicate gums, the perfect size and shape for them to hold and fully sealed so no nasties can get in or out. 


Founder and CEO of Etta Loves, Jen Fuller, shared her excitement about the collection: “We are so thrilled to be extending our successful Etta Loves x Keith Haring collection. Haring’s work is known for its accessibility and ability to connect with people of all ages, and this range sees his iconic visuals further translated to the youngest generation. It perfectly encapsulates the ethos of Etta Loves to stimulate and support babies in their visual and cognitive development, through fun yet functional products.” 


“We were so excited to work with Etta Loves on this unique baby collection. Keith Haring’s radiant baby icon is part of his universal language of joy and inclusivity so it is a joy to work with such an innovative and quality baby brand. This collection gives parents an artful baby product and a stimulating visual for the babies.” Natalie Bryt, Director of Strategy and Marketing at Artestar.


The range will launch from November 6th 2023 at .