Royal Horticultural Society plants major kids’ clothing deal with George

The Royal Horticultural Society has secured a new partnership with the award-winning George brand to produce a collection of children’s clothing and accessories to be made available in Asda stores across the UK from April 1st this year.

The new range will be aimed at kids aged one to seven years old and will span shirts, t-shirts, hoodies, dresses, shorts, boots, backpacks, and rainhats. It will include a selected mix of apparel for wearing in the garden, at picnics, during outings to the park, and more. With the British weather in mind, there will be items for both sunny and rainy days, too.

The collection is the result of a collaboration between the RHS and George who came together to create a unique print direction featuring hand-drawn illustrations of smiling vegetables, bright garden tools and colourful tractors. There are also slogans encouraging kids to connect with nature and grow plants and veg such as ‘I’m growing every day’, ‘You can find me in the back garden’, and ‘Let’s go and grow.’

To further underline the joys of gardening, swing tags have been designed in the shape of flower pots, while the RHS branding, highlighting the RHS tree and shield, is clearly visible on the sew-in tags and packaging.

The range launches on the 1st of April in Asda stores where it will be supported by a marketing campaign that will include consumer press releases, product placement and influencer support.

Launched in 1990, George is now sold in over 580 stores and through George.com with over two million customer transactions per week combined. George is a household name and has built up a reputation for quality, style and value, leading the changing face of British fashion over the past decades and making Asda one of the largest fashion retailers in Britain.

Estella Arroyo, product design profession lead at George, said: “This collaboration between George and the RHS is aimed at producing a collection of products that are beautiful to look at, great to wear and support a worthwhile message in a fun way. We are very proud to be collaborating with the RHS on this wonderful range which has been worked through by two companies who have the same values in mind. We‘re delighted with the final product which displays both quality and style and encourages children to get outside and grow.”

Cathy Snow, licensing manager, RHS, added: “This is our very first collaboration on children’s clothing and the results, in terms of products, packaging and design, have exceeded our expectations. And, of course, the whole range brilliantly supports our key message – to encourage everyone, no matter their age or ability, to ’get growing’. This line has been a joy to work on and I think it will delight its young target market as much as it has delighted us.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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