M&S launches Roald Dahl kids’ collection

New 30-piece kidswear collaboration with Roald Dahl and the Natural History Museum launches today – and, in a first for the retailer, will also be available at the museum’s gift shop

Written by Rhys Thomas

Posted 11.02.2020 | Apparel

M&S launches Roald Dahl kids’ collection thumbnail

Marks and Spencer has launched a kidswear collaboration with Roald Dahl and the Natural History Museum.

The range, which is made up of 30 kids’ daywear and nightwear essentials, incorporates some of the best-loved animal characters from Roald Dahl’s timeless tales, as well as fascinating facts inspired by the Natural History Museum's collection. It launches this week as part of the retailer’s spring/summer fashion offering.

The retailer says the licensing collaboration is part of a broader effort to increase sales in its flagging clothing business. As such, the collaboration will aextend beyond the bounds of the M&S estate: in a first for the retailer, a selection of pieces from the range will also be available to purchase from the Natural History Museum Gift Shop, placing the collection in front of the museum’s more than 5 million annual visitors.

Alice Duggan, Head of Kidswear Buying at Mark & Spencer, says: “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 range follows M&S’s recent successful collaboration with Frozen II, where PJs were particularly popular. Around 300,000 Frozen items were sold over the Christmas period including 22,000 of the popular Frozen PJ 2 pack.


Riverside Brands secures host of partners for Rainbocorns thumbnail

Riverside Brands secures host of partners for Rainbocorns

Zuru’s sequined plush collectable adds raft of EMEA deals from puzzles and toys, to apparel, greetings cards and more

Asmodee Entertainment hires Interactive Game Licensing Manager thumbnail

Asmodee Entertainment hires Interactive Game Licensing Manager

The board game company continues its licensing push into interactive entertinament with appointment of Games Workshop veteran Christian Dunn

Beano draws five new licensees thumbnail

Beano draws five new licensees

Games, apparel, confectionery and more will hit stores in the run up to Dennis’ 70th anniversary next year, in raft ...

Press Releases

Energizer spotlights Masha the Bear thumbnail

Energizer spotlights Masha the Bear

Animaccord and Energizer partner on Masha and the Bear licensed torches, heading to retail across EMEA in 2020

Elmo’s World comes to UK’s Tiny Pop in 2020 thumbnail

Elmo’s World comes to UK’s Tiny Pop in 2020

Kids’ TV channel expands its Sesame Street content with new series of short-form, interactive episodes

Milkshake picks up Pirata & Capitan S2 thumbnail

Milkshake picks up Pirata & Capitan S2

UK kids’ block acquires second series of the Millimages pre-school animation after successful first run

Moorcroft is Chelsea’s Choice thumbnail

Moorcroft is Chelsea’s Choice

Moorcroft and RHS present the limited-edition vase Chelsea’s Choice, celebrating Chelsea Flower Show 18 Plant of the Year