Retailer collaborates with firm to create new line of branded pyjamas.
A special range of Science Museum pyjamas, designed by the in-house team at John Lewis, has hit stores in time for the autumn/winter season.
SCMG Enterprises has worked directly with John Lewis to produce its first branded apparel range.
The designs are aimed at boys aged two to 12 and are inspired by images in the Science Museum collection.
"The John Lewis childrenswear design team handpicked a selection of our images, which were then worked up into designs on the pyjamas tops," said Brenda Conway, SCMG senior creative manager. "These were matched with plain and patterned bottoms - one design is a repeat pattern of our logo.
"We then asked our museum curators to come up with matching 'did you know?' style science facts, which are printed on the sleeves.
"We love the fact that kids will still be able to learn about science as they go to sleep. With this great start, I'm now looking into options for girlswear and adult 'geek chic' apparel."
The four designs are x-ray, radio broadcast, first computer and racing car."
Want to receive up to the minute licensing industry news straight to your inbox? Click here to sign up for the free Licensing.biz Daily Digest and Newsflash services. You can also follow Licensing.biz on Twitter and Facebook.