Collabs are an increasingly popular and powerful marketing tool, and with good reason. They broaden fanbases, build awareness and boost revenues. For the kids and baby market, they are commonly found across apparel ranges. With so many collabs hitting the market, it’s more important than ever for brands to be authentic and collaborate with partners to create consumer products that add value if they are to reap the opportunities fandom allows.
Brand Licensing Europe’s EMEA Sales Director Matthieu Battini highlights some creative and successful brand collaborations for kids and baby products over the past 24 months.
BLE takes place from 24-26 September at ExCeL, London and tickets are free from the Brand Licensing Europe website. There will be over 250 exhibitors at the show next month, with thousands of brands available to license that are relevant to the kids and baby market including Wallace & Gromit, Barbapappa, Bing, Bluey, Dr Seuss, Gigantosaurus, Hello Kitty, Le Petit Prince, Leo the Truck, Magic Mixies Mixlings, Masha and the Bear, Moomin, Paddington, Pembe the Pink Cat, Prince de Mortodu, Sesame Street, Simon, Squishmallows, Teletubbies and many more.
1 Sanrio and Baby Milo
Two of the hottest Japanese pop culture brands combine – Hello Kitty and Baby Milo – to create kids and baby wear that ramps up their parents’ street creds.
2 VEJA x Bonton
Two beloved French brands, VEJA and Bonton, join forces to create stylish sneakers for kids with a focus on sustainability. So cool, they make you want to be five again.
3 Hello Kitty Adidas Superstar unisex sneakers
You can’t move without seeing someone wearing Adidas Gazelles or Sambas this summer, and these Hello Kitty Superstars ride on that wave.
4 REEBOK x The Animals Observatory
Artistic French brand, The Animals Observatory, team up with Reebok to create children’s sneakers that are the perfect mix of Reebok’s classic style and The Animals Observatory’s creative designs.
5 Marimekko and Uniqlo
Uniqlo is a trailblazer when it comes to brand licensing collabs – the Japanese retail giant has been collaborating with Finnish designer Marimekko since 2018 and launched another new range – including childrenswear – this summer.
6 AIGLE x Mathilde Cabanas
Is there anything more fun than splashing in puddles when you’re little? Only maybe if you’re wearing these playful rainboots from iconic French brand AIGLE and designer Mathilde Cabanas.
7 Barbie x Crocs
A classic collaboration from Mattel – uniting two of the world’s biggest children’s brands – Barbie and Crocs – in that luscious Barbie pink that dominated last summer.
8 Adidas x Disney’s “Mickey Mouse” Collection
In 2023, Adidas collaborated with Disney’s iconic Mickey Mouse character to create a range of colourful and cool, sporty apparel and footwear for kids.
9 Levi’s x Crayola
This collab united a global brand better known for adult apparel with a much-loved and iconic kids brand – Crayola – appealing instantly to both parents and children. The collection was colourful and creative, with lots of customisable elements that reflected how Crayola inspires imaginative play.
