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  • New partnership supports plan to broaden appeal to busy family customer
  • The exciting new product range is part of wider changes in M&S kidswear, including focus on daywear and reduced reliance on formalwear
  • Building on M&S’s successful festive collaboration with Frozen II – the retailer’s most successful character range ever 

Today (Monday 10th February), Marks & Spencer, the UK’s biggest Clothing & Home retailer, has launched an exciting new kidswear collaboration with Roald Dahl and the Natural History Museum.

The collection, which is made up of 30 kids’ daywear and nightwear essentials, is an exciting addition to the Spring/Summer range and 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. 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, ensuring visitors can enjoy and shop the collection. Each year over 5 million people visit the Natural History Museum. 

The range follows M&S’s recent successful collaboration with Frozen II where PJs were particularly popular – 300,000 Frozen items were sold over the Christmas period including 22,000 of the popular Frozen PJ 2 pack.

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.”