JoJo Maman Bébé has partnered with Godstone Farm for the launch of its 2026 spring campaign: Let Them Roam. After working together to explore the benefits and importance of risky play for children, the new spring collection celebrates adventure and exploring the outdoors, essential for children’s development.
What is risky play?
Risky play in early childhood involves active, outdoor play that challenges children to test their limits and learn how to assess and manage risks. The concept encourages children to explore new environments, such as forest school, to be curious about their surroundings, and develop self-risk-management skills, with the support of adults to keep them safe. Through this style of play, children can discover their boundaries and develop essential new skills, such as independence, problem solving, coordination and building their confidence.
What are the benefits of risky play?
Physical activity develops problem-solving, coordination, concentration and strength, as well as self-confidence, and positively develops risk-taking. Dr Helen Bilton notes, according to her 2010 work, that by being active, children improve their motor skills and develop coordination, balance, and body awareness. She also explains that engaging in exercise strengthens muscles, improves bone density, and helps to control breathing.
Godstone Farm offers a wide range of fun, real-world opportunities for children to engage in risky play, including meeting animals, as Nicola Henderson, CEO of Godstone Farm, explains. “Animals teach kids about patience and self-control, since they don’t always behave the way we want them to. The animals can get overexcited, scared, and bite/peck, so learning how to deal with these behaviours teaches children to be patient and have self-control. Children will learn to have soft but firm voices and how to be gentle and careful.”
JoJo Maman Bébé x Godstone Farm partnership
JoJo Maman Bébé crafts everyday essentials with care, designs them to share, and builds them to last. From wellies with gently ridged and grippy soles to give a little extra stability on wet ground, to handy and fuss-free Pack-Away Waterproof Dungarees with fully taped seams, elasticated ankles, adjustable stirrups and reflective tape for visibility.
These are just some of the staples that JoJo provides, perfect for outdoor adventures that prioritise fun and independence, and reliability that parents can trust. Putting the styles to the test, JoJo’s spring campaign shoot took place on Godstone Farm, encouraging little ones to ‘let them roam’ and explore the joys of risky play.