The Woodland, a company specializing in childcare products, plans to launch a variety of new items this year by expanding its character licensing business, following its overseas expansion into China, Japan, and other markets.
Founded in 2011, The Woodland develops, manufactures, and sells a wide range of childcare products, including nightlights, toothbrushes, and tableware, while also operating character licensing businesses domestically and internationally. Its main brands—Woodland Animals, The Twelve, LaHo Kids, Le Detail, and La Retera—offer products that are both practical for everyday life and emotionally appealing.
Choi Hee-jeong, CEO of The Woodland, stated, “Every parent wants to provide their child with products they can trust at a reasonable price. If those products also enrich daily life, it’s a win-win situation. Our products are always first tested by our own children—they are our first customers. We cannot create anything our children cannot use, so we pay close attention to ingredients and safety. Staying true to the basics while creating products that enrich life is our core belief.”
The Woodland’s flagship products include the Woodland Animals Night Light and THE TWELVE toothbrushes.
First, the Woodland Animals nightlight is designed with indirect lighting to minimize glare, supporting children’s sleep. It is made from soft materials, so it’s less likely to break if thrown or rolled, and uses LED lights for long life and low heat. The product is made entirely from non-toxic materials and has received KC toy certification.
Launched at the end of October last year, The Twelve kids’ toothbrush features the catchphrase, “The 1st of every month is our child’s toothbrush replacement day,” and has all twelve months marked on the handle to enable regular replacement. While it’s generally recommended to replace toothbrushes every three months, fine bristles can harbor bacteria after a month, so monthly replacement is ideal. The handle is designed with an age-appropriate grip for children to hold comfortably, and non-slip silicone is added to help ensure proper brushing technique.
Most importantly, the toothbrush uses soft, fine bristles and is designed with a three-step system. DuPont bristles are used for hard-to-reach areas like molars, while Korean-made BBC bristles are used for areas that first contact the gums. It took one year to develop the toothbrush, and the three-step system is currently patent-pending.
CEO Choi stated, “The reason children resist going to sleep is often because they’re scared. The cute animal-shaped nightlight becomes a bedtime companion for them. Many parents have reported that the indirect lighting helps with sleep, reducing bedtime fussiness. The Twelve toothbrush adds fun by offering 12 different colors that children love. Its unique gift pack, promoting the idea of giving a year’s worth of oral health, makes it suitable as a present. Thanks to this, we are also developing toothpaste that matches The Woodland’s distinctive style to go along with the toothbrushes.”
In addition, there are reasonably priced LaHo Kids Kidsmon toothbrushes and Le Detail Triple Bowl tableware, made from bamboo and cornstarch and fully certified for safety by the Ministry of Food and Drug Safety. The La Retera Lettering Lightbox, in particular, is also suitable as an interior decor item, appealing not only to families with children but also to single-person households.
Additionally, The Woodland regularly donates a portion of its sales revenue and products to support children from vulnerable groups, including the nonprofit organization Love in Lights NGO and the Mapo Purme Vocational Rehabilitation Center.
Meanwhile, The Woodland is expanding its character licensing business following its overseas entry into China and Japan, with new product launches upcoming. A distribution agreement with China’s “It Baby” has been finalized, and sales are set to begin within China this year. In Japan, whereas previously only a few items were exported, a wider range of products will be available this year. Additionally, the character licensing business is expanding beyond Molang to include My Little Pony, Atom, and Bonobono, with products set to launch soon.
CEO Choi stated, “This year, along with our expansion into overseas markets like China and Japan, we plan to introduce products through our character licensing business that convey The Woodland’s unique sensibility to many customers. We are preparing to offer customers various benefits through open marketplaces and social media channels such as Instagram and Facebook. Through these efforts, we aim to make The Woodland a brand that earns trust simply by its name.”
The Woodland’s products are available on its official online store as well as on various open marketplaces.
[Reporter Kim Jung-su]
Source: Asia News Agency (https://www.anewsa.com)