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 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.”

Asda, BBC, and Kantar among first speaker line-up for Brand & Licensing Innovation Summit

Licensing experts from Asda, BBC and Kantar are among the first tranche of speakers announced for Brand & Licensing Innovation Summit, which takes place online from 9-11 June.

Early bird registration for the summit opens today, with three-day passes starting at just £175 (£161 for Licensing International members) and closes on 16 April. 

The three-day event will help middle-management, business leaders and owners navigate the changing retail, content and consumer landscape through keynotes, panel discussions, roundtables and workshops all providing actionable advice, information and strategies on the future of brands and licensing.

Insights leaders Claire McLelland (Kantar client executive, pictured above) and Gary Pope (Kids Industries Co-Founder & CEO) will tackle the ‘consumer’ as they join License Global’s content editor Ben Roberts to investigate the changing purchasing choices of children, Generation Z and millennials. 

Asda’s Ruth Golightly, who recently revealed the grocer was ‘unapologetic for its approach to own the market for licensed clothing in the UK’, will debate what’s next for bricks and mortar and the future of the high street consumer. 

BBC Studios’ Licensing Director Rikesh Desai, Nutmeg Licensing Managing Director June Kirkwood and SGLP MD Simon Gresswell will all take part in Day Two of B&LIS, which focuses on CSR and sustainability with a programme exclusively curated by Products of Change.

“We’re delighted to have such well-respected experts across retail, sustainability, consumer behaviour and content trends joining us for the first B&LIS in June and are really excited to firm up many more inspirational names over the next few weeks,” explained Anna Knight, VP of licensing, Informa Markets.

Claire McClelland, client executive, Kantar, said: “We as businesses and consumers have undergone over a year of constant change. It’s been harder than ever to unlock opportunities through our core shoppers – as behaviour is changing constantly to adapt to new rules.

“B&LIS will give attendees better clarity on the latest industry trends and provide actionable insight to plan with confidence.”

Products of Change CEO Helena Mansell-Stopher added: “Education is the most powerful tool we have to change our social norms and drive business forward to a more sustainable future, with the smart insights gathered by the wonderful team at Informa and the calibre of speakers and topics of the inaugural B&LIS conference, I cannot think of a better stage to continue the sustainable conversation outside the POC platform and the SILC conference.”

Online registration for the Brand & Licensing Innovation Summits is now open at

Early bird discounts of 30 per cent are available until 16 April. A three-day delegate pass at the early bird rate will cost just £175 (£161 for Licensing International members). Qualified retailers are invited to register for free.

UK toy retail chain The Entertainer moves into Asda in ‘test and learn’ concession partnership

The UK toy retail chain, The Entertainer is moving into the supermarket giant, Asda, as part of the grocer’s ‘test and learn’ partnership strategy. The move will see The Entertainer turn the toy aisles of five of Asda’s UK stores into branded concessions from early next year.

Under the terms of the partnership, The Entertainer will have full responsibility for the product range, pricing and merchandising. The supermarket has said that it is in response to a shift in consumer behaviour – brought on by the coronavirus – that sees an increasing number of shoppers looking to complete multiple shopping ‘missions’ in one trip.

This isn’t the first partnership of its kind for Asda who has recently expanded its trial run with musicMagpie to a further 31 stores and has formed a new deal with Per-Scent, the branded fragrance distributor, at its Stevenage store.

Asda said its strategy of bringing brands that are popular with customers into stores began last year with jewellery and accessories retailer Claire’s and has since been extended to partnerships with Greggs, B&Q, musicMagpie and now The Entertainer and Fragrance Point.

“The Entertainer are experts in toy sourcing and retailing so we are really excited to work with them and are confident their offer will prove very popular with customers,” Asda partnerships senior director Matt Harrison said.

“We anticipate working with more great brands like The Entertainer and Fragrance Point in the coming months as we look to make our stores even better places to visit.”

The Entertainer executive chairman, Gary Grant, said: “We are delighted to be partnering with Asda to bring the wonder of The Entertainer to their customers. The trial in five stores from February 2021 will give customers the opportunity to shop our range of the latest toys and games, including our great value exclusive range from Addo, where ever is most convenient to them.”