Press

A Collaboration Made for Today’s Millennial Parents: Lulujo & Sheree Fitch

 FREDERICTON, NB (August 6, 2019) – Beloved Canadian baby brand, Lulujo, launches a new collection with award-winning Canadian author, Sheree Fitch. The collection includes Waldorf-style soft dolls, that take on the likeness of the founder’s children, nicknamed Lulu and Jo; coordinating books written by Fitch; and bespoke swaddle blankets, the signature Lulujo product that launched the brand and are adored by the likes of Jillian Harris, Jessica Alba and Kate Hudson. 

 Even in today’s Instagram era with screen use at an all-time high, parents are looking to integrate simple and intentional toys and creative play experiences into their children’s lives. The benefits of reading are well-known and include building listening, memory and vocabulary skills. What’s not as well-known is the fact that doll play can enhance nurturing characteristics, teach empathy and compassion and improve motor skills and coordination. 

 “We wanted to create an heirloom collection that would stand the test of time in quality and design and be shared between boys and girls, babies and children,” explains Lulujo founder, Dawn Pottier. “We know that’s important to today’s parents. Creating an opportunity for doll play, reading and unplugged bonding time between parents and their children is something we’re proud of and excited to share.”

 This special collection comes 10 years after Lulujo was founded by Dawn Pottier, who has made it her life’s work to create quality, thoughtful products that inspire connection and bonding between parents and their little ones.   

 The Lulujo team sought out a meaningful collaboration to bring the collection to life. 

 “Sheree Fitch is an internationally celebrated author and literacy advocate who shares our East Coast connection,” says Pottier. “She also raised her kids as a single mom. Naturally, she was the first person who came to mind when we decided to create the books. We also love that today’s millennial parents grew up reading her books. It’s a full-circle moment for them.”

 The products are available on lulujo.com and will soon be available at select retailers across Canada and the United States, including Indigo.com and many baby boutiques. 

 To celebrate the new collection, Lulujo and Fitch will co-host an event at Fitch’s whimsical book store, Mabel Murple’s Book Shoppe and Dreamery, in River John, Nova Scotia, on Saturday, August 24. The free event will include story time with Fitch and book signings. A similar event is being planned in Fredericton, New Brunswick, in September. 

 -30-

 Note to editor: Product photos (dolls and books) can be found here. Also, linked are videos about the new collection and the collaboration with Fitch.  

 About Lulujo:

 Lulujo is a leading Canadian baby brand that designs and creates quality, thoughtful products that inspire connection and bonding between parents and their little ones and help children connect with the world around them. Parents around the world trust Lulujo to deliver timeless essentials that stand the test of time – from those early newborn days to childhood. Lulujo is headquartered in Fredericton, New Brunswick, Canada with distribution in 40 countries throughout North and Central America, Asia and Europe. For more information, visit Lulujo.com.

 About Sheree Fitch:

 Sheree Fitch has been a ground-breaking force in the literary arts and literary community in Canada. Creating from “the land of the imagination in the country that is childhood,” Sheree’s award-winning books and storytelling have left their mark on generations of children and families through her residencies across Canada to Bhutan, and many countries in between. Sheree also holds three honorary doctorates from Canadian universities for her contribution to Canadian literature and for her work as a literacy advocate and activist for social justice. She is best known for her best-selling children’s books There Were Monkeys In My Kitchen, Mabel Murple, Toes In My Nose and If You Could Wear My Sneakers: A Book About Children’s Rights, which was commissioned by UNICEF. For more information, visit ShereeFitch.com