The boutique bedding specialist Dreamtex Ltd has partnered with the Better Cotton Initiative for the first time as it prepares to launch its new, sustainably focused Bluey bedding in time for autumn 2021.

Its partnership with the initiative is reflective, says the company, of its commitment to sustainability in licensing and within the bedding industry. The BCI is a global not-for-profit organisation recognised as the largest cotton sustainability programme in the world. It has been formed in order to improve the global cotton production industry and the environment, and as a means to safeguard the future of the sector.

The popular preschool property, Bluey will adorn the first roll-out developed in partnership with the BCI, marking what Dreamtex has billed as a ‘welcome addition to the preschool bedding portfolio.’ Available in single size and made from 100 per cent BCI cotton, the launch duvet focuses on character artwork from the series.

Jo Duckworth, director of Dreamtex Ltd, said: “The team has been excited to bring Bluey homewares to the UK for a long time now. We all know how popular the TV series is in Australia and it’s no surprise it is performing so strongly on CBeebies since making its on-air debut earlier this year. We’re looking forward to bringing in the collection of Bluey bedding, cushions, blankets and towels later this year.

“We’ll be supporting the new collection with PR and influencer gifting to spread the joy of Bluey and her family, and to also promote the introduction of BCI cotton into our manufacturing as we strive to deliver on our commitment to sustainability in licensing.”