Following the success of its Brand & Lifestyle Licensing Award (B&LLA) honoured collaboration with the George at Asda brand, the Royal Horticultural Society (RHS) has unveiled a second collection, again highlighting children’s apparel and accessories for 1-7 years.
Offering a mix of apparel for wearing out and about, this selection includes shirts, T-shirts, hoodies, dresses, shorts, sweatshirts, joggers, dungarees and cardigans. This is alongside clogs, trainers and backpacks.
As before, the George design team collaborated with the RHS to create a unique print direction.
Expect hand-drawn illustrations of colourful plants, vegetables and insects. Plus, a friendly bumble bee-shaped backpack. Meanwhile, slogans feature throughout the collection, encouragiung kids to reconnect with nature and grow plants and veg. Appearing in back neck prints, back neck tapes and packaging, they include “My hobby is making garden friends”; “Plant some seeds to save the bees”; and the collection’s tagline, “Let’s go and grow”.
To further underline the joys of gardening, the swing tags are once again in the shape of flowerpots. The RHS branding, highlighting the RHS tree and shield, is also clearly visible on the sew-in tags and packaging.
The first RHS collection from George at Asda won the Best Brand Licensed Children’s Product or Range at the 2022 Brand & Lifestyle Licensing Awards.
Commenting is Estella Arroyo, Product Design Profession Lead at George. “The positive challenge of this latest collaboration was to build on the appeal of our first collection but offering something new and exciting. The response so far has been fantastic. We are thrilled to be collaborating once again with the RHS on this and the clothing and accessories brilliantly combine style, fun and practicality; perfect for getting outside, exploring and growing.”
Cathy Snow, Licensing Manager at RHS, adds; “As one of our earliest forays into children’s products – and our very first collaboration on children’s clothing – the RHS collection from George at Asda was an unqualified success; delighting children and parents and brilliantly underlining our key message – to encourage everyone to ’get growing’. We were understandably eager to develop a second collection with the talented George team. And yet again, they have excelled themselves.”
The range is now available in 86 Asda stores and online at George.com.
