M&S x The Doodle Boy Kidswear Collection

24/07/2024

M&S x The Doodle Boy kidswear collection in support of YoungMinds

A young boy with his hand raised to his head wearing a Varsity-style jacket from the M&S x The Doodle Boy Collection

Marks and Spencer has introduced an exclusive collaboration with young artist, cartoonist and viral doodler, Joe Whale aka The Doodle Boy, with all profits from the collection going to YoungMinds, the leading mental health charity for young people.

Fouteen-year-old Joe became a doodling sensation in recent years, with many of his artworks going viral across social media all over the world. Turning everyday moments into playful works of art, his doodling style includes cartoon monsters, aliens and different foods, alongside positive messages and slogans.

A young girl sat on the floor wearing a blue sweatshirt and cream joggers from the M&S x The Doodle Boy collection

From positive affirmations to characters with quirks, the 13-piece edit features Joe’s signature doodles across a selection of kids’ daywear pieces.

Sizes start at age six through to 16 years, with pieces being suitable for both boys and girls. Highlights include a varsity-style bomber jacket, cotton T-shirts paired with shorts, joggers, and sports-style socks. The pieces feature some of Joe’s exclusive doodles and phrases such as ‘Stronger Than I Think’, ‘You Are Not Alone’ and ‘Find What You Love’ – a positive reminder to kids to always have the confidence to be themselves and to embrace their creativity.

A girl sat down wearing black shorts and a cream hoodie with a boy stood beside her

Commenting is Alexandra Dimitriu, Director of Kidswear at M&S.

“We are delighted to be collaborating with the incredible Joe Whale aka The Doodle Boy on this new and exciting collection. Joe’s doodles resonate with so many children across the UK, as his positive self-expression in the form of cartoons and playful characters help and inspire in a multitude of ways. Alongside this, we are incredibly pleased that all profits from the collection will be going to YoungMinds to help continue their support of young people’s mental health.”

M&S and YoungMinds launched a new charity partnership in October 2023 to raise awareness of the help available to young people struggling with their mental health. The partnership aims to raise £5m across three years to help YoungMinds deliver vital resources to the 7 million young people in the UK together with the adults in their lives.

A boy with his back tot he camera wearing a black hoodie, black shorts and trainers

Also commenting is Laura Bunt, chief executive of YoungMinds.

“No young person should feel alone with their mental health, but we know that many are in need of support, with five children in every classroom struggling with their mental health. We’re delighted that M&S is donating all the profits from The Doodle Boy collection to YoungMinds – this will help us deliver more practical support and advice to young people across the UK.”

The collection will be available online and in selected stores from 25 July.