British nursery brand, Ickle Bubba, are teaming up with Asda to expand their offer to parents across select locations in the UK. 

Branded bays featuring a curated range of Ickle Bubba products will be available in Asda’s Wigan, Tamworth and Coventry stores, with the possibility to extend the trial to more stores. 

The range will include nursery furniture and interiors, pushchairs, car seats and gifts, as well as baby and toddler essentials. The dedicated product bays will enable customers to experience the brand’s vibrant identity as well as get up close to key lines from the Ickle Bubba range. 

To help prospective parents find the right product for them, Ickle Bubba brand ambassadors will be on hand to offer demonstrations and guidance every weekend from now in Coventry and from the new year in Tamworth and Wigan. 

Shoppers unable to find what they need in store will also be able to scan a QR code at the shelf edge to shop the full Ickle Bubba range on 

CEO and Founder, Fran Vaughan, at Ickle Bubba, said: “We are excited to announce our partnership with Asda. With great synergy between both brands, we want to build on our mission to offer customers great quality products and great value by teaming up with Asda, who have a strong heritage in delivering this for customers.”

Matt Harrison, Senior Director of Business Development and Strategic Partnerships, said: “In partnering with a brilliant brand like Ickle Bubba we’re able to complement our fantastic existing baby proposition by offering items such as furniture and travel systems, meaning shopping for little ones is more convenient.” 

“The branded trial in three Asda stores will also see Ickle Bubba products available on, making Asda a ‘one-stop shop’ for everything baby.”

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