Nurture Rights has revealed that fashion retailer M&Co is bolstering its Dinosaur Roar! offering with a new children’s clothing line that is slated to hit retail in the fall/winter.
The collection, which is being produced by Fashion UK, will include nightwear, daywear and accessories. Merchandise will become available in more than 240 M&Co stores around the U.K., and will start rolling out online in September. Dinosaur Roar! is the only preschool brand to be endorsed by the Natural History Museum, which will receive a percentage of the product sales.
Nick Barrington, Nurture Rights’ managing director, said: “We are delighted to see our Dinosaur Roar! apparel range doing so well and outperforming other licensed brands in-store and online. Sales in the first two weeks have been incredibly strong and we expect to see even better numbers once the full range rolls out later this month. Feedback from customers has been exceptional.”
Julia Redman, M&Co’s head of buying kids’, men’s, Kylie and home, added: “We are delighted to be developing a new range for Dinosaur Roar! for AW17 in partnership with Nurture Rights and Fashion UK. The spring range has proven a real hit with our customers and generated a great deal of excitement in store.”