Polarn O. Pyret – Astrid Lindgren & Ilon Wikland
Background
For over 40 years, Polarn O. Pyret has specialized in making the highest-quality, organic, unisex clothing for babies and children. One of Polarn O. Pyret’s core missions is also to encourage children and adults to read more and explore the world of fairytales, a message that can be helped by utilizing the strength of licensing collaborations. For this collection, PO.P chose to work with Astrid Lindgren & Ilon Wikland.
About
Brand
Astrid Lindgren & Ilon Wikland
Licensee
Polarn O. Pyret
Territory
Worldwide
Category
Children’s Clothing
Timeline
The first collection was launched in October 2022 and the second one in March 2023.
The Collaboration
Using Ilon Wikland’s illustrations from some of Astrid Lindgren’s most beloved stories, Polarn O. Pyret first launched a collection with Christmas and winter-themed artwork for children and babies. The second drop was a spring collection for SS23 in a vibrant color scheme. Both collections used Ilon Wikland’s original illustrations from the Astrid Lindgren stories The Children of Noisy Village (Barnen i Bullerbyn) and Lotta on Troublemaker Street (Lotta på Bråkmakargatan). The items included sleepwear, sweatshirts, leggings, and dresses.
In the brick-and-mortar stores, PO.P decorated the shopping windows and entrances with cut-outs of illustrations, books, storytelling, and photos of Ilon Wikland and Astrid Lindgren.
Results
After some sneak peeks of each of the collections before launch, the anticipation from customers was huge, and several items sold out on the day of the launch.
