Toy brand Fisher-Price is to build on its share of the infants and pre-school market by designing and manufacturing its own complete line of children's apparel. The collection will be available via a consumer catalog and website.

Neil Friedman, president of Fisher-Price Brands, said: "Fisher-Price clothes are everyday apparel that will make children - and their parents - feel special."

He continued: "We have an enviable team of apparel designers and merchandise managers working on the Fisher-Price Childrenswear collection, all of whom have impressive backgrounds and a passion for the product."

The company has tapped into product managers from Lands End, Ralph Lauren and The Pleasant Company to form the Fisher-Price Apparel team. In addition, Andrea Rachles, creator of the trend-setting Nini Bambini children's wear, is leading the design direction for the line.

"We really wanted our children's clothing to celebrate early childhood rather than emulate junior styles. The line lets parents savor those early years with fun and whimsical clothing that is adorable and distinctive. Families will enjoy the entire shopping experience, from the time they sit down with our beautiful catalog, to the very moment when they open their carefully packaged selection to find a truly precious outfit."

According to the company, each article of clothing will combine superior quality with timeless appeal. The collection will include over 75 items, from shoes to layette, infant wear, clothes for little girls and boys, backpacks and outerwear.

The entire childrenswear line will also be offered via Web site at www.fisher-price.com.