Melissa McLaverty, business development manager at Grass & Air, and Sally Dear, founder of Ducky Zebra, discuss the process of creating their first licensed childrenswear collections.
Grass & Air x Peppa Pig
Laura Turner: What led Grass & Air to introduce its first licensed range?
Melissa McLaverty: We weren’t proactively looking for a licensing opportunity, so when Hasbro initially approached us, it took a while to decide whether we could proceed. As Grass & Air continues its growth trajectory, we felt that it was the right time to introduce a more commercially appealing licensed product to help us reach new audiences.
LT: What steps were involved in creating the collection?
MM: We knew instantly that our colour-changing technology would be key to bringing Peppa’s love of muddy puddles to life on our products, so our wellies were always the starting point for the collection. Partnering with the world’s most famous puddle-jumping pig is a dream collaboration for us. As a small brand we needed to look at smart ways of building the range, so creating a complementary accessory that could add value to the wellies and offer a gift proposition for Christmas was both achievable and affordable. This led us to the complementary beanie hats. Finally, we needed to decide how to include George. Highlighting both characters on the products has allowed us to maintain a unisex appeal, with two colourways in Peppa-themed shades providing choice for customers. Our product team have done a brilliant job of creating a Peppa Pig design treatment that resonates with our customers without losing the essence of Grass & Air’s brand style.
LT: What response have you had to Grass & Air x Peppa Pig?
MM: It’s fair to say that the Peppa Pig collection has been a hit with both trade and consumers. The positive feedback we’ve received centres around our pared-back approach to marrying character design with our product. It seems to have hit a sweet spot in the licencing market, offering an elevated proposition to new audiences who might not normally consider buying into character-led designs on kids’ clothing.
LT: How has a licensed range benefited you as a brand?
MM: Working with a retail giant like Hasbro has been an amazing learning experience and its team have been incredibly generous with their time and support at every stage of the process. The range has given us a new level of prestige with our existing trade customers and has presented opportunities to widen our trade outreach, such as securing listings at Peppa Pig World and in the new Battersea Power Station pop-up shop. Overall, the awareness generated by our launch campaign on social media eclipses anything we have achieved previously, with the world’s most famous puddle-jumping pig truly elevating our way of working.
LT: Could we see more licensed products from Grass & Air?
MM: We would love to grow our Peppa Pig family of products, and our team is working on several ideas for 2025. We’ve been approached by other licensed brands that are keen to work with us, so will also look at the viability of widening our offering further.
LT: Do you have any tips for brands that may be considering a licensed range?
MM: Firstly, look at the brand fit and consider how you are going to make a license come to life on your products. Smart collaborations offer customers something unexpected on their favourite products, the art of licensing is to produce something that marries the two without compromise. Secondly, carry out a time audit to ensure you can accommodate the workload involved in the licensing process. We’re a small team, but we have dedicated specialists in product design, marketing and business management, so we were able to share the tasks involved in delivering a collection in collaboration with Hasbro’s huge operation. Finally, be realistic about the cost involved in licensing. There are obvious investments in stock and time but it’s important to factor in unseen costs, such as commission and insurances. Ultimately, launching a licensed product is likely to take your business to the next level but there is a lot of work to do to get your product across the line. Fulfilling this potential has been one of the most rewarding aspects of our licensing journey, and we are excited to see which doors open next.
Ducky Zebra x Roald Dahl
Laura Turner: How did your licensed range come to fruition?
Sally Dear: When the Roald Dahl Story Company first approached Ducky Zebra, I was initially hesitant. Our independence and unique brand direction are integral to who we are. However, over time, we developed a concept that resonated with our values and excited us so much that we simply couldn’t resist. Our Roald Dahl collection, A Celebration of Reading, captures the joy, comfort and transformative power of reading and storytelling from a young age. Research shows the benefits of reading for children, yet it’s rare to see this celebrated in children’s clothing. Instead, boys’ clothes often emphasize sport, adventure and gaming, while girls’ clothes tend to focus on friendship, magic and beauty. This collaboration allowed us to create a sleepwear collection that champions a love of reading for everyone. The unisex collection features two exclusive prints designed in-house. The first, inspired by The Giraffe and the Pelly and Me, captures the joy of being transported into new worlds through reading, with characters leaping from the pages. The second print celebrates the cosy, comforting side of reading and features animals from various Roald Dahl books, including the newt from Matilda, Alfie the tortoise from Esio Trot, and Muggle-Wump the monkey from The Twits. These playful prints are not only fun but also carry a positive, inspiring message that aligns perfectly with our values.
LT: What was the design process?
SD: It started with an initial meeting, where we shared our goals and values. This was a really helpful step, as it confirmed how closely our brand aspirations align. After that I revisited Roald Dahl’s books, focusing especially on his stories with animals, which felt like a natural fit for Ducky Zebra. From the outset, we knew we wanted the collection to celebrate reading and storytelling inclusively. While Matilda is a much-loved book-loving character, she already features widely in children’s clothing. Plus, research shows that boys are less likely to wear designs featuring female characters, so we aimed to create something that would appeal equally to both girls and boys. While reading The Giraffe and the Pelly and Me, the quote “No book ever ends, when it’s full of your friends” really stood out. It perfectly captured the connection and joy that reading brings, not just with the characters in a story, but also with others who’ve enjoyed the same book. This quote became a cornerstone of the collection and we’ve included it on our labels and packaging to further reflect this theme. Creating the designs was a highly collaborative process. We worked closely with the Roald Dahl Story Company, refining and evolving the prints together. This collection marks the first time animal characters from different Roald Dahl books have been combined into the same fabric print, which naturally required a lot of reviews and checks. The Roald Dahl team have been incredibly supportive and understood what we wanted to achieve. It’s been amazing to see how they’ve helped us bring our vision to life.
LT: What customer feedback have you had?
SD: The response so far has been really positive. We’ve seen an uplift in sales, which has been fantastic, and the feedback we’ve received has been equally great. Customers have shared glowing reviews, particularly commenting on how much their children love the designs and the pyjamas. It’s been really rewarding to hear that the collection is resonating with families, and it’s clear that the storytelling aspect of the designs is something they’re enjoying. We’re thrilled to see how well the range is being received and look forward to seeing how it continues to grow.
LT: What are the benefits of introducing a licensed range?
SD: The Roald Dahl licensed range has been a really exciting milestone for Ducky Zebra, especially as a young brand. It’s helped us increase awareness and reach new customers who might not have discovered us otherwise. At the same time, it’s been great to see our loyal customers excited about the range, with many coming back to buy it for friends and family. Partnering with such an iconic name has also helped to build our credibility. Roald Dahl’s stories are widely recognised, and this collaboration has really highlighted the quality and thoughtfulness we put into our designs. We’ve always aimed to challenge stereotypes and make a positive difference with our collections, and the Roald Dahl range is no exception. A percentage of the proceeds from this collection will go toward supporting UK charities focused on improving literacy skills for children, young people and adults. This partnership has not only expanded our reach but also allowed us to contribute to a cause that’s close to our hearts.
LT: Would you consider more licensed product?
SD: We’re excited about the potential for more licensed ranges in the future, as collaborations like the one with Roald Dahl have been such a positive experience. At the same time, we’re committed to staying true to what makes Ducky Zebra unique – creating collections that challenge stereotypes, promote positive messages, and reflect our core values. We see licensed ranges as a great complement to our designs, and we’re always looking for the right opportunities that align with our mission and vision.
LT: What advice would you give a brand interested in launching a licensed range?
SD: My main tip would be to ensure the licensor aligns with your brand values. Both brands should complement each other and collaborate authentically, so the partnership feels natural and resonates with your audience. Equally important is ensuring the partnership helps maximise reach. A good licensing partnership should open up new opportunities to engage with a broader audience, whether it’s through access to new customer bases, enhanced visibility, or shared marketing efforts. Lastly, be sure to maintain an equal and respectful partnership, where both brands contribute creatively and strategically. A strong collaboration that values both parties’ strengths can result in something truly special.
