The Natural History Museum has announced that its official children’s apparel licensee, Fashion UK, an industry leader in licensed apparel, has produced a range of childrens wear, exclusively for M&Co, using the artwork inspired by the Museum’s recently launched style guide.
The children swear range comprising of three children’s t-shirts and one hoody launched on May 7. Aimed at children aged 3-13, it is available exclusively at M&Co – both in-store and through the boys wear and girls wear areas of the company’s website.
The artwork for the range is based on Explore the Plains, one of the four style categories offered by the recently published Natural History Museum children’s style guide.
Key phrases such as ‘fossil hunter’ and ‘explorer’ can be seen in the graphics across the range, resulting in a clothing range that is not only stylish and fun, but also designed to encourage children to take an interest in natural science and perhaps even inspire future paleontologists.
Maxine Lister, Senior Licensing Manager, Natural History Museum, said “Apparel is an area with great promise for the Natural History Museum brand, and our style guides are already proving important enablers for licensees.”
The childrens wear is being supported by POS material, both online and in-store, highlighting the Museum and the work that it does.
M&Co specialises in womenswear, menswear, childrenswear, babywear and homeware, and has been selling quality clothing for 50 years. Originally a small family business of only six shops in Glasgow, M&Co now has almost 300 stores nationwide. Fashion UK works with global brands to provide award-winning designs for licensed apparel, footwear and accessories for both children and adults.
The Natural History Museum exists to inspire a love of the natural world and unlock answers to the big issues facing humanity and the planet.