Published
Feb 10, 2020
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M&S kidswear builds momentum with new collaboration

Published
Feb 10, 2020

Marks & Spencer is revamping its kidswear range, and a new collaboration with Roald Dahl and the Natural History Museum will kick things off with a themed collection.


M&S


Building on the recent Frozen II range, which proved to be the retailer's most successful festive collection, the new collaboration will feature some of the best-loved animal characters from Roald Dahl’s timeless tales, which include Matilda, Charlie and the Chocolate Factory and the Gremlins.

The 30-piece range will be made up of daywear and nightwear essentials, emphasising Marks & Spencer’s plan to increase the number of options of colourful casual kids’ clothing. The change of direction has also seen the retailer eliminate the Autograph sub-brand within childrenswear, introduce more 3-for-2 bundle offers, and design more tailored product for different ages.

The company hopes the new collaboration will replicate the success of the Frozen II range, which sold over 300,000 items over the Christmas period.

Alice Duggan, head of kidswear buying at Mark & Spencer, said: “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.”

The museum link comes via a first for the retailer, with a selection of pieces from the range being available to purchase from the Natural History Museum Gift Shop.

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