Heidi Klum is a model, a mom four times over, the star of “Project Runway” and a marketer of fashion, jewelry, activewear and fragrances. Now add purveyor of kids products to her résumé.
This story first appeared in the April 26, 2012 issue of WWD. Subscribe Today.
Klum and the Babies ‘R’ Us division of Toys ‘R’ Us are partnering on the Truly Scrumptious by Heidi Klum baby collection launching in September in all Babies ‘R’ Us stores and on babiesrus.com.
“I made beds, curtains, blankets, washcloths, bath toys, wall decals, lamps, rugs, hampers, stuffed animals, security blankets and night lights. If you think about the nursery, I’m doing everything,” Klum told WWD in an exclusive interview.
And in apparel, “I tackle everything from shoes, socks, underwear and pajamas to dresses, jeans, leggings and sweaters.” Not to mention necessities for when baby ventures outside the nursery, like strollers, car seats and high chairs. “I’ve been working on Truly Scrumptious designs for a year,” Klum said.
The collection is being designed for newborns, infants, toddlers and growing kids. The fall apparel assortment will include layette for children up to 24 months, as well as whimsical playwear and separates for kids from 2 to 5 years.
Of course, there’s a big Babies ‘R’ Us design team developing products and getting them manufactured. “I do a lot of the legwork. I do draw things. They basically fulfill my ideas,” Klum said. “The original design idea comes from me. I am not the person that goes to the manufacturer.”
She said she also created the star logo, came up with the name of the collection, inspired by a song with the same title from the children’s movie “Chitty Chitty Bang Bang,” and that she gets involved in fabrics and colors. Klum developed three different motifs for the nursery: pastel butterfly scenes; a bohemian pattern with oranges, pinks, and “really cool patterns,” and dinosaurs. As a mother of two boys and two girls, “I know a lot about dinosaurs. I’ve tried to come up with really cute magical things, like dinosaur footprints.” In the product scheme, she also went for a hand-painted look, rather than computerized graphics.
“For me, creating a stroller was very important,” she said. “I wanted to make it easy for mom or dad to fold. Most strollers you need two hands to collapse, so what do you do with your baby? With mine, you can still hold a baby with one hand, and put the stroller together or collapse it.”
Another one of her favorite products is a “gigantic” blanket for babies to lay on, printed on both sides, one depicting underwater scenes, the other a jungle with monkeys and snakes. “It’s much better than just laying on a pink blanket,” Klum said. “I think it’s something that stimulates brain development.”
Overall, the Truly Scrumptious products will offer “function with a fashionable flair,” Klum said, and will be found throughout the store, rather than concentrated in one shop. Klum said that she plans to make store appearances in New York, Florida and California at least.