Loblaw Companies Limited launches Jump Kids World™ collection

An exciting selection of children's décor, furniture and accessories

TORONTO, Feb. 2, 2012 /CNW/ - (TSX:L) - Following the recent launches of our general merchandise brands Jogi and J^{± TM} last year, Loblaw Companies Limited (Loblaw) is introducing a selection of children's décor, furniture and accessories for the modern family under the brand Jump Kids World. It will be rolled-out in over 120 Loblaw banner stores across Canada starting early spring 2012.

"The Jump Kids World^TM products will introduce Canadian families to a selection of children's decor and accessories that focus on fun design at great prices.  We believe it will surprise and delight parents who are looking for a fun and functional solution," says Joseph Mimran of Joseph Mimran & Associates, Creative Director, Joe Fresh, Home and Entertainment for Loblaw Companies Limited.

The new Jump Kids World^TM brand adds to Loblaw's own family of general merchandise brands which include Joe Fresh^®, Jogi, J^{± TM}, Everyday Essentials^TM and Tera Gear^TM.

The Jump Kids World^TM collection includes:

Décor - crafted in the adorable likeness of colourful Canadian woodland creatures, our decor collection is designed with function and fun in mind. Owl, birdie and moose wall hooks ($7), and clocks ($10), and assorted art frames in varying sizes designed to display the little one's own creations ($7)

Storage Solutions - what to do with all of those clothes and toys? We have storage solutions aplenty for clothes, shoes, toys and anything else that needs to be cleverly tucked away. Hanging shoe organizer ($9), hanging clothing organizer ($10), and owl, fox, bear and moose storage boxes and cubes ($7 and $9)

Furniture - necessary for play dates and tea parties of course! Kid-sized wooden table ($29) with matching wooden chairs ($14 each), and stacking plastic stools ($5 each)

Tabletop - the little ones can get a little messy. Easy-to-clean melamine dish sets ($9 for 6pcs.), and colourful kid's forks and spoons that will make eating fun ($4 for set of 12)

Bath time accessories - because bath time can be play time! Fox, bear and moose hooded character towels ($14), and whale-shaped bath mats ($12)

Bedding - cozy and colourful solutions for children's sweet dreams. Alphabet printed sheet sets (twin $19, full $29), alphabet and animal printed comforter sets (twin $29, full $39), and cushions ($9) and solid and checker-print fleece throws ($5)

Toys - classic toys like building blocks and beach balls are transformed with bright polka dots and modern silhouettes. Wooden toys will be introduced in fall 2012.

Available across Canada at select Loblaw banner stores including Real Canadian Superstores. For superstore locations, visit www.realcanadiansuperstore.ca

Prices referenced exclude applicable taxes.

About Loblaw Companies Limited (TSX:L)
Loblaw Companies Limited, a subsidiary of George Weston Limited, is Canada's largest food retailer and a leading provider of drugstore, general merchandise and financial products and services. Loblaw is one of the largest private sector employers in Canada. With more than 1,000 corporate and franchised stores from coast to coast, Loblaw and its franchisees employ more than 136,000 full-time and part-time employees. Through its portfolio of store formats, Loblaw is committed to providing Canadians with a wide, growing and successful range of products and services to meet the everyday household demands of Canadian consumers. Loblaw is known for the quality, innovation and value of its food offering. It offers Canada's strongest control (private) label program, including the unique President's Choice®, no name® and Joe Fresh® brands. In addition, the Company makes available to consumers President's Choice Financial® services and offers the PC® points loyalty program.

The President's Choice brand offers great quality home products at very competitive prices. The collection of cookware, tabletop, linens, home décor, small appliances and more features the quality, value, style and innovation Canadians have come to expect from the President's Choice brand. Simple packaging and value-driven price points (most items under $20) make the Everyday Essentials line perfect for those outfitting busy family kitchens, starter homes and campus dorms. Launched in early 2011, the chicly-designed Jogi fitness line will evolve from basic yoga and aerobics accessories to a full health and wellness collection. The J±^TM small electronics and stationery brand launched fall 2011. The Jump Kids World ^TM line of children's decor, furniture and accessories will be introduced in spring 2012.

Image with caption: "Items from the new Jump Kids World™ collection (CNW Group/Loblaw Companies Limited - Joe Fresh Style and PC Home Division)". Image available at: http://photos.newswire.ca/images/download/20120202_C8944_PHOTO_EN_9573.jpg

For further information:

For products, images or additional information, please contact: 

Kate Makinson
PR & Events Specialist, Joe Fresh, Home and Entertainment
Loblaw Companies Limited
416.516.5233 ext 1381
[email protected]