Natural History Museum expands apparel offering with childrenswear launch

M&Co produces apparel range using artwork from new children’s style guide.

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 childrenswear, exclusively for M&Co, using the artwork inspired by the Museum’s recently launched style guide.

The childrenswear range – three children’s t-shirts and one hoody – launched on 7 May. It is aimed at children aged 3-13. It is available exclusively at M&Co – both in-store and through the boyswear and girlswear 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 like ‘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 palaeontologists.

The childrenswear 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.

Maxine Lister, Senior Licensing Manager, Natural History Museum, says: “Apparel is an area with great promise for the Natural History Museum brand, and our style guides are already proving important enablers for licensees.