Rainbow Designs is encouraging children to undertake their own Bear Hunt adventures this year as it launches its new We’re Going on a Bear Hunt collection of soft and wooden toys to the market.

Based on Walker Books’ classic storybook of the same title, the toys take inspiration from the adventurous tale that has been entertaining children for over 30 years.

The new range of toys will include a super soft Bear toy and Wooden Shape Puzzle featuring the Bear, Rufus the dog, and will be illustrated with paw prints and the Bear Hunt sayings, such as Splash, Splosh and squelch, squerch. New additions to the range will follow later in the year.

Anthony Temple, managing director of Rainbow Designs, said: “We’re Going on a Bear Hunt is the perfect fit with our portfolio of prestigious and nurtured children’s brands and it is exciting to be kicking off Rainbow’s milestone 50th Anniversary year with the launch of such a joyful and iconic character range.”

Pindy O’Brien, licensing and retail development director (UK & Europe) for Walker Books, added: “We are thrilled to have Rainbow Designs launching toys for our classic “We’re Going on a Bear Hunt”.

“The softness of their plush product and high quality delivers everything we’d want from our toy range. We are excited to have them on board as our EMEA partner.”