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Marks & Spencer launches kidswear collaboration with Roald Dahl and Natural History Museum

Lauretta Roberts
10 February 2020

Marks & Spencer is following up on its highly successful Frozen II collaboration with a new character-themed range in partnership with beloved children's author Roald Dahl and the Natural History Museum.

The 30-piece daywear and nightwear collection, which goes on sale today, incorporates some of the best-loved animal characters from Roald Dahl’s 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, which attracts some 5m visitors a year.

The range follows M&S’s recent collaboration with Frozen II, which was the retailer's most successful character collection to date. Pyjamas from the collection were particularly popular – all in all 300,000 Frozen items were sold over the Christmas period, including 22,000 of the Frozen PJ 2 pack.

Alice Duggan, Head of Kidswear Buying at Marks & 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.”

Marks & Spencer recently announced a change in direction for its childrenswear offer with a shift away from occasion wear to every day essentials, as part of a broader push by the retail to be more family friendly.

As part of the changes the retailer will be buying more deeply across core casual items such as leggings, of which it sells 25,000 pairs a month, while formal party dress options will be pared back and suits, the range of which will be halved, will only be available online and in bigger stores. The children's higher end Autograph collection, which was launched in 2007, has been dropped.

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