Women’s Wear Daily
04.20.2014
markets
markets

Kid's Buzz: Umi, Keds, Pediped and More...

Umi has introduced Primero... Keds has teamed up with Nickelodeon...

markets/news
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Graftons Primero Mary Janes

Next Step
Following up on the fall ’07 launch of its Pram pre-walk program, Grafton, Wis.-based Umi has introduced Primero. The collection, available in European sizes 19 to 22, is designed for babies just learning to walk. The lineup for girls features T-straps, booties and Mary Jane looks (at right) in colors including rose, red, black and chocolate, while the offering for boys focuses on booties and double-strap casuals in olive, chocolate and navy. Set to hit stores in June, the shoes will retail for $50 a pair.

Tuned In
Lexington, Mass.-based Keds has teamed up with kids’ entertainment firm Nickelodeon for a line of girls’ fashion sneakers based on Nickelodeon’s hit television series “iCarly.” Set to launch in June, the debut offering will consist of three styles, with names inspired by instant-messaging lingo used in the show: L8R, a laceup — available in either brown or gold — featuring interchangeable expression charms on the vamp lace; ASAP, a surf-inspired slip-on, offered in berry (at left) and cinder, that’s detailed with a slogan button; and TTYL, a printed sparkle-canvas skimmer. All of the styles have a footbed decorated with an iCarly image and retro graphics. Available in sizes 7 to 13 and 1 to 6, the shoes will retail for $35 at Stride Rite stores and other select accounts.

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