Precious Moments Inc. has been focused on licensing this year, expanding its reach into new categories with licensees topping 50 global partners thus far.

Juvenile products are an area of growth, with the addition of new Precious Moments-branded products for infants and toddlers from partners including Delta Children, Sara Kety Enterprises LLC, Rose Textiles, Phoenix International Publications Inc., Crib Side Manners,Inc., and Innovent Inc., who join current juvenile products licensees Aurora Gift and Thomas Nelson, among others.

“The juvenile products industry is a natural fit for the inspirational messages and time-honored brand ethos that is Precious Moments,” says John Lanman, CEO, Precious Moments family of companies. “When the brand was in its infancy, we saw the strong affinity new and expectant parents had for Precious Moments, but so much has changed since the 1980s. We have re-envisioned what Precious Moments can be for today’s millennial customer and we are so excited to see it being embraced by new licensing partners, retailers and consumers alike.”

As part of the expanded product lineup, Precious Moments nursery décor and toddler feeding products will hit retail in the months ahead, with an expanded range of products including diapers and wipes, sound books, scrapbooks and board books, infant and toddler accessories, baby furniture, children’s furniture, and novelty apparel set to roll out through the end of next year.