The childrenswear range will be available in 240 stores across the UK
Fashion UK is to produce a range of apparel based on the Dinosaur Roar! book series, in conjuction with the National History Museum.
Nurture Rights agreed the collaboration with M&Co to include nightwear, daywear and accessories. The range will be available in M&Co's 240 stores across the UK as well as on their online store from February 2017.
Dinosaur Roar! is the only pre-school brand to be endorsed by the world-renowned Natural History Museum and the original title, first published in 1994, has sold over five million copies worldwide.
Nurture has agreed Dinosaur Roar! deals with a number of further licensees, including Macmillan Children’s Books (publishing), Paul Lamond Games (puzzles & games), Immediate Media (apps) and VMC Accessories (dress up & accessories).
“Having seen success with our ranges of Natural History Museum branded clothing for older boys, we are delighted to be able to offer Dinosaur Roar! to our younger customers" said Julia Redman, head of buying kids at M&Co.
"We aim to bring to life Roar and his friends, in a colourful and exciting range of clothing, incorporating comfort, practicality and fun graphics from the much loved book”.