Following the announcement of their expansion into the UK, BTL Diffusion is delighted to confirm their first major retail partnership of their Cloud b, BabyToLove and Little Big Friends brands in Argos. The toy distribution specialists, fresh to the UK from France, now have stock available in stores nationwide.

After a successful Toy Fair, Olympia at the start of the year, showcasing brands that are household names in France but yet to launch in the UK, BTL Diffusion is thrilled to announce Argos as its first major retail partner, in time for the Summer baby boom and Q4 Christmas sales period.  
The brands, which arrived in stock with Argos in April, include a range of baby, toy, and sleep aid products, including the Cloud b hero storyteller CloudBox. More collections are set to follow in the coming months. 
This arrival marks the start of a huge brand development strategy for all of the BTL Diffusion portfolio, with many launches and exclusive ranges planned for the year ahead, along with exclusive distribution rights for brand favourites on the continent.
UK Managing Director of BTL Diffusion, Graeme Hargreaves is excited that the business has hit the ground running in its first six months of distribution:  “A lot of work has gone into setting-up the business in the UK behind the scenes, so it’s great to have such a prestigious retailer to partner with so early in our journey. Argos has long been the go-to store for toys and baby accessories, and in the digital age, as a retailer who evolves with the times, this is set to continue.”  “2024 is a huge year for us as a company and there will be more brands joining our portfolio in the months to come. With a strategic marketing plan in the pipeline, press and influencer support, and Toymaster next month, we’re confident in the investment to drive these brands and maximise retailer sales.” For more information on BTL Diffusion visit or email Josephine Rodgers, Head of Sales UK/IE on

Receive the latest news to your inbox

We don’t spam! Read our privacy policy
for more info.