George at Asda, one of Britain’s leading retailers, has partnered with Animal Planet, a member of the Warner Bros Discovery family of brands, to launch a range of children’s clothing made from responsibly sourced materials.

The kidswear collection, which went on sale both online and in 450 selected Asda stores in the week preceding Easter, is suitable for all age ranges across baby, boys, and girls and comprises 26 SKUs. The partnership reinforces George’s commitment to providing customers with sustainable products and each item is sourced with more responsible fibres including cotton and recycled polyester.

The partnership was brokered by Warner Bros Discovery’s UK licensing agent, IPR Licensing, and the range was designed and manufactured by Poetic Brands, which specialises in licensed apparel and sustainable fashion lines.

The clothing itself features slogans encouraging kids to reconnect with the planet and animals, such as “Love Our Planet”,“Be Kind” and “Wild One”, with all products designed using illustrations depicting various animals.

The launch has been supported by both partners including an on-air ad campaign on Animal Planet, a feature in the monthly issue of Animal Planet magazine, social media outreach and POS activity in stores where the range is on sale.

Jade Snart, Sustainability and Compliance Expert at George, says: “We’re extremely proud to have partnered with Animal Planet to launch an incredible range of children’s clothing this spring. It was clear from the beginning of the partnership that both George and Animal Planet share the same business values – trying to make our world greener!

“All of the products within the range have a sustainable element to them because at George we’re committed to doing the right thing by our customers and the planet.”

Ian Woods, SVP International Consumer Products at Warner Bros Discovery, adds: “We are extremely proud of this collaboration with George at Asda because it’s been a true partnership in delivering a clothing range that meets the objectives of both teams. The designs are fantastic, and we have high hopes this is just the beginning of a strong collaboration between Animal Planet and the George at Asda team.”

The George x Animal Planet collection is available online at george.com, and in selected Asda stores, with prices starting from just £4.