Children’s clothing brand, Character.com has launched its first adaptive wear clothing range featuring SpongeBob SquarePants.
The partnership with Paramount Consumer Products is one of many global initiatives to mark the 25th anniversary of the series this year. Character.com has worked with Paramount and Fashion UK to create the new innovative clothing range that is inclusive of all ages and needs to show you can do, wear and be anything.
Channelling the themes of positivity and inclusivity that SpongeBob SquarePants is known for, the range also coincides with a new series of short programmes for Milkshake and Nickelodeon in the UK – Play Like a Sponge – which features athletes from ParalympicsGB teaching children about Paralympic sports as SpongeBob cheers them on.
“It’s wonderful to see SpongeBob’s inherent positivity and inclusivity reflected on this new range of adaptive wear from Character.com,” commented Rebecca Jenkins, vp consumer products UK and Ireland at Paramount. “This is an important growing retail category and we appreciate the care that has been taken to develop the range for fans with a variety of needs.”
The range includes a variety of adaptive pieces including t-shirts, long-sleeve tops with scratch mitts, dress with under shorts for additional coverage, onesies and dribble bibs, all adorned with the energetic characters from SpongeBob SquarePants.
All products have been made with ultra-soft 100% cotton jersey interlock fabric, ensuring each piece is soft and gentle against delicate skin, providing itch-free comfort with its label-free design. Fastenings for the range also avoid loud sounds, making it easy and pleasant to use for children, parents and carers alike, as well as additional protective options for children.
Character.com worked with a focus group of families with children with additional needs to understand what challenges children and parents/carers face with everyday clothing items so they could help create a supporting solution.
Initial feedback from parents included: “It was easy. Multiple outfit changes in two hours. Nothing problematic, no fuss. Super soft fabric, no irritating labels. Everything was effortless, and the kids were super comfy. It was bright, cheerful, colourful, and a great brand, and he is so much fun”
“All the children kept their last outfit on as they loved it. Everyone took home the clothes they had modelled and a SpongeBob plush, which they all loved.”
Emma Wilkins, brand manager at Character.com, commented: “We wanted to create a range that will excite children across the UK and celebrate the fun, positive and energetic energy that SpongeBob stands for. Many families have mentioned to us that adaptive wear doesn’t have a variety of options, and the limited selection available isn’t bright and engaging for children. We wanted to change that and create an inclusive range for everyone.
“Elizabeth Layte, buying manager, and I worked closely with a focus group of parents and carers and Fashion UK, to create this adaptive range, ensuring it truly meets their needs. With discreet design features for easy dressing combined with bright and inspiring designs, we believe this adaptive range will be loved by kids, parents and carers alike.”
Emma continued: “We worked with a group of parents from Ysgol Crug Glas in Swansea to meticulously design and plan enhanced features to the clothing for ease and comfort for children and young people with disabilities. The kids were incredible as were the staff and parents and we’re so grateful for the opportunity to create this collaborative range and thank the school for helping us bring this range together for the children.”
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