Partnership will see retailer stock apparel, plus additional toys and gifting items.
Mothercare has secured an exclusive partnership with Nurture Rights for a special Dinosaur Roar apparel range in conjunction with the Natural History Museum.
The deal gives Mothercare an exclusive Dinosaur Roar merchandise programme across nightwear, outerwear, footwear and underwear, as well as including additional toys and gifting items.
Nurture has also signed deals with a number of apparel companies – including Blues Clothing (outerwear), Aykroyds (nightwear), William Lamb (footwear) and Roy Lowe (socks) to produce the range for Mothercare.
The partnership will launch with a toddler apparel range across nightwear, outerwear and accessories in 100 stores and online.
The collection – designed by kidswear designer Stephen Cole – will be available from July. It comprises 30 lines including t-shirts, sweats, joggers, pyjamas, onesies, hoodies, wellies and slippers.
Barbara Robinson, head of licensing and character at Mothercare, said: “We are very pleased to extend our programme of featuring premium licensed character properties to include Dinosaur Roar.
“It will absolutely resonate with our customers, complementing our other ranges, whilst offering a point of difference.
“With the evergreen appeal of dinosaurs for both boys and girls, the summer holiday period is the perfect time to launch this vibrant and exciting property.”
Peter Curtis, chief creative officer for Nurture Rights, added: “This partnership with Mothercare is a very exciting opportunity for Dinosaur Roar. We are committed to developing high quality, imaginative products and this partnership will see a fantastic new clothing and general merchandise range with one of the best loved retailers in the UK.
“The Dinosaur Roar/Mothercare collaboration is a perfect pairing, and with the Natural History Museum on board, we’re guaranteeing something new and exclusive for parents of preschoolers over the coming year.”
