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  • Supports M&S’s announced plans to shift its kidswear from ‘special occasion’ to ‘everyday style’ clothing – a strategy accelerated by the pandemic 
  • Kidswear remains a priority purchase –1 in 3 parents are going to purchase kidswear in the next 2 weeks

Today, (Thursday 4th February), as part of its ongoing shift to everyday clothing, M&S Kidswear is launching an exciting new character range on M&S.com – Mr Men™ Little Miss™. The cheerful range is available up to aged seven across daywear, sleepwear, accessories & bedding and features a variety of the Roger Hargreaves’ original and much-loved characters as they celebrate their 50th year being read and enjoyed by families around the world. 

Everyday Style & Value: Focus on Character Products 

At the start of 2020 M&S Kidswear announced its shift from ‘special occasion’ to ‘everyday style’ including new product age breaks, increased value bundle deals and the removal of its more formal sub-brand, Autograph. With casualwear the key trend of 2020 the shift has been accelerated as customers are keen for a more relaxed & fun range from M&S Kids. In response, the team is focused on growing its character offer – already up from 4% in 2019, it currently represents 13% of the M&S Kidswear range with ambitious plans to grow to 20% by the end of 2021. Ranges already on offer include Frozen, Snoopy, Peppa Pig, Roald Dahl and many more. Today’s launch of Mr Men™ Little Miss™ follows the phenomenal success of launching Harry Potter products last year, over Christmas M&S sold over 350,000 Harry Potter items which included 25,000 of the top seller - Hogwarts PJs – and new products are due to launch soon building on the success. Complementing its clothing offer M&S also now sells branded toys through its partnership with The Early Learning Centre. 

Increasing character use is one of many ways M&S Kidswear is growing its casual offer, last month it launched kids’ activewear as part of the Goodmove range, responding to the insight that over half of M&S customers have been working out more as a family during the pandemic 

Never the Same Again: Focus on Kidswear 

Focusing on everyday kidswear is an important part of M&S’s Never the Same Again programme to offer relevant product for how customers are living and working now and post-covid. In addition to the opportunity to build on its leading 20% school uniform market share, kidswear is a more resilient clothing category as a priority purchase for customers – a recent M&S survey showed 1 in 3 parents are going to purchase kidswear in the next 2 weeks

Jill Stanton, M&S’s Womenswear & Kidswear Director said, 

“As part of our Never the Same Again programme our focus is being more relevant, more often to our customers across all our different departments. For kidswear, it’s all about retaining our quality, but being even more playful in our product offer – with engaging prints, vibrant colours, and an increased use of fun characters like Mr Men™ Little Miss™ which we’re delighted to be launching. We’re also continuing to make it easy & safe to shop with free click & collect or contact-free delivery.”

The launch is being supported by digital marketing including a fun ‘How to Draw’ video series with Adam Hargreaves and comes ahead of World Book Day.

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