M&S kidswear Introduces New Collaboration

14/02/2020

M&S kidswear launches new collaboration

Four children in M&S clothing laughing together

M&S kidswear is launching a collaboration with Roald Dahl and the Natural History Museum. The new product range is part of wider changes in M&S kidswear, including a focus on daywear and reduced reliance on formalwear.

The collaborative collection will feature as part of the spring/summer range and comprises 30 kids’ daywear and nightwear essentials.

Highlights include the incorporation of some of the best-loved animal characters from Roald Dahl’s timeless tales. This is alongside fascinating facts inspired by the Natural History Museum’s collection.

In a first for the retailer, a selection of the range will also be available to purchase from the Natural History Museum Gift Shop.

Over 5 million people visit the Natural History Museum each year.

Three children in kidswear clothing for M&S

The range also follows M&S kidswear’s recent and successful collaboration with Frozen II. Pyjamas were particularly popular, with the retailer selling 300,000 Frozen items over the Christmas period. This includes 22,000 of the popular Frozen PJ 2 pack.

Commenting is Alice Duggan, head of kidswear buying at Marks & Spencer. “M&S Kids is changing to broaden its appeal to more family shoppers.

“New products that kids and parents will love is an important part of this, which is why we’re so excited to be launching this collaboration with Roald Dahl and the Natural History Museum.”