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.


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