New Day Christian Distributors announced Tuesday the first line of VeggieTales merchandise after DreamWorks purchased and redesigned the classic brand. The products are designed to raise interest in the brand prior to the release of the Netflix exclusive series VeggieTales in the House.

The line debuted at this year’s International Christian Retail Show (ICRS). Among the new products showcased were playsets and toys from Round 2, beanie and jumbo plush toys from Just Play, toddler T-shirts from Extreme Concepts, children’s headwear from ABG Accessories and accessory backpacks from HER Accessories.

Ed Leonard, vice president of New Day, said ICRS attendees were excited about the new product line.

“It was like Christmas in July for Christian retailers,” said Leonard. “DreamWorks and Big Idea have brought some of the top licensees in the world to the VeggieTales brand.”

New Day plans to introduce more new products for the Christmas holiday, including electronics from KIDesigns and sight-and-sound books from Phoenix International. The distributor has taken a collaborative approach to the VeggieTales brand, having introduced the Veggie characters to established mainstream brands Crocs, Silly Bandz, Zoobies and Find It.

"New Day is overwhelmed by the acceptance of new products by Christian retail,” Leonard said. “We made a significant investment in time and treasure to seek out these opportunities for our Christian retail partners. Christian retail should be the place where customers discover products that help grow their own faith and enable them to share their faith with others. New Day selects products that promote Christian values of faith, family and friendship, and bring joy and the message of Christ to those who use them.”

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