Santoro is delighted to announce that its new girl-focused lifestyle brand Harmonie Lane has officially launched at retail and is now available to stockists worldwide.
First unveiled at Spielwarenmesse, the world’s largest toy trade fair, in January, Harmonie Lane has quickly captured the attention of retailers, distributors, and licensing partners alike. Since its debut, the brand has generated exceptional pre-launch buzz, secured distribution across multiple European territories, and built strong anticipation ahead of its retail release.
Designed around a vibrant community of 10 aspirational “girl-next-door” characters, Harmonie Lane celebrates creativity, friendship, self-expression, and the joy of hands-on play. Each character has her own distinct personality, interests, and style, creating a rich world that encourages girls to explore their individuality while feeling connected to a positive and relatable community.
At a time when many children’s brands are increasingly focused on digital experiences, Harmonie Lane stands apart by championing creativity in the real world. The collection features a mix of craft kits, activity books, design-led stationery, and novelty accessories that inspire imagination and self-expression. Products range from friendship bracelet kits and dreamcatcher kits to outfit design books and playful stationery favourites such as shaped notebooks, unique pencil cases, and novelty pens.
Adding another dimension to the brand, Harmonie Lane also introduces an original music component, with a compilation album of original songs designed to bring the characters and their world to life in a fresh and engaging way.
Tara Strickland, head of design at Santoro, said: “We’ve been overwhelmed by the response to Harmonie Lane, before it’s even hit the shelves. The enthusiasm from retailers and distributors has been incredible. We think the brand offers something fresh for today’s girls: a character-led world built around creativity, community, with engaging offline experiences that families are actively seeking.”
With strong early retail support, growing international distribution, and a distinctive product offering that blends storytelling, creativity, crafts, stationery, and music, Harmonie Lane is poised to become one of the most exciting new launches in the children’s lifestyle category.