SCENE & HEARD MICHAEL by Michael Kors Kids
X MARKS THE SPOT From evergreen characters and iconic toys to luxe labels and e-commerce brands, companies are creating unique collabs to up their exclusivity appeal and draw in new customers. We round up four new kids’ partnerships launching this year. PLAY-DOH SHAPES UP Hasbro, Inc. the global play and entertainment powerhouse, has teamed with Creative
Kids, a manufacturer of interactive kids’ arts and crafts and STEM toys, to produce full line of Play-Doh toys with new twists in the Air Dry and Modeling Clay compounds space. The first products stemming from the multi-year, multi-national licensing agreement for all distribution channels will launch in spring. “Play-Doh has been shaping imaginations for generations of families by offering unique and engaging experiences for both kids and parents, for over 65 years,” said Vice President of Hasbro Global Licensing Jess Richardson. ”This strategic partnership with Creative Kids allows the Play-Doh brand to expand upon that vision, offering kids exciting new innovative compounds to further unlock their creativity and imagination. We can’t wait to see the explorative fun these products will deliver.” MICHAEL KORS, NOW IN THE SMALLEST SIZES In partnership with French-based luxury company Children Worldwide Fashion (CWF), Michael Kors has launched its first-ever kids’ wear. The premier MICHAEL Michael Kors (MMK) collection will roll out for spring, with
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the first offerings for girls 4 to 14, with boys and baby to follow. The first drop comprises 54 styles and 13 accessories—including a range of branded activewear, jersey dresses, fleece skirts, swimwear, backpacks, and crossbody bags—that draw inspiration from the women’s assortment and use same branding with the MK gold circle charm. Described as “cool, stylish, comfortable,” Kids’ MMK aims to provide children with the confidence for self-expression. The collection is “A fresh mix of trends, colors, fabrics, prints and silhouettes that are always of-the-moment, that are sporty in feel but urban in attitude. It offers a piece for every occasion, accessible luxury with a hint of the unexpected, modern glamour with an element of ease,” according to a spokesperson for CWF. “The sportswear inspiration at the heart of Michael Kors lends itself perfectly to the children’s market and we look forward to building upon this enormous opportunity with CWF,” said Michael Kors CEO Josh Schulman. CWF is a major player in luxury childrenswear, representing brands such as Givenchy, Chloé, Kenzo, and Karl Lagerfeld.
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