Sustainable childrenswear brand Ducky Zebra has partnered with Roald Dahl Story Company to create a new limited-edition sleepwear range. Titled Bedtime Mice, it brings Quentin Blake’s mischievous mice to life, showing them enjoying a bath and bedtime.
With children spending more time on screens and less time reading, Ducky Zebra’s new sleepwear celebrates bedtime stories from birth. In the UK, daily reading among 8-18-year-olds has dropped by 50% in the last 20 years. At the same time, children are spending an increasing amount of time on screens. These habits often begin in early childhood, affecting language, empathy and imagination – skills that reading helps nurture.
Against this backdrop, Ducky Zebra is using fashion to make a difference.
Designed in-house and made from GOTS-certified organic cotton, the Bedtime Mice sleepwear features two-way zips for easier dressing. Roll-down cuffs, meanwhile, enable the sleepwear to grow with the child. Each item also comes with a matching bookmark to further celebrate the joy of reading.
The launch builds on Ducky Zebra’s A Celebration of Reading collection, featuring animals from various Roald Dahl stories, including the newt from Matilda, Alfie the tortoise from Esio Trot, and Muggle-Wump the monkey from The Twits. Together, these prints celebrate stories, friendship and imagination.
Commenting is Sally Dear, founder of Ducky Zebra
“As a mum, I know how powerful the bedtime story ritual can be – but it’s now competing with screens in ways it never did before. Our aim is to make reading feel like the main event, not an afterthought. When a child gets excited about wearing their Roald Dahl pyjamas, they’re already thinking about stories.”
As a four-year-old, award-winning brand, Ducky Zebra recently won a Junior Design Award for its Roald Dahl Sleepwear Collection. 1% of sales from the collection support UK charities dedicated to improving literacy skills among children, young people and adults.
Through Ducky Zebra’s partnership with thelittleloop, these limited-edition pieces are eligible for trade-in, allowing families to return old items in exchange for credit. This helps reduce textile waste and gives the sleepwear a second life with another child. The Bedtime Mice sleepwear is available now alongside the full Roald Dahl collection.
For further information on Ducky Zebra, please click here.