After becoming the first supermarket to offer clothing that supports independent dressing for children with specific needs such as autism, George at Asda has revealed its new accessible and easy-dressing collection for year’s BBC Children in Need appeal.
The Pudsey range is for ages 3-16 and starts at £6 for the tee and £14 for the sweat set. These are sensory-kind and have peg openings/feeding tube holes and easy-open Velcro fastenings on the neck, shoulder, waist and lower leg for children who have difficulty getting dressed or are wheelchair-bound.
There is also a sensory-kind baby bodysuit with printed care labels, soft threads and a feeding tube hole for ages 0-3 and 3-4 for £3.75.
Previous research from George showed that the move is sorely needed – 8 in 10 parents (79%) of children with specific needs say that it is difficult to get their children dressed every day. Nine in ten (89%) say they have become ‘distressed or upset’ trying to dress their children or watching them try to dress themselves, with nearly half (45%) saying this is the case ‘most or every day’. Similarly, 90% say their children themselves often get distressed while trying to get dressed.
“We were really proud to be the first supermarket to offer clothing that supports independent dressing for children with specific needs, including a braille t-shirt as part of the Easy-Dressing range – we’re delighted that we are able to extend the range further by including clothing suitable for wheelchair users and babies who need feeding tubes,” commented Vicki Radford, buying manager for George. “Also, and in partnership with a BBC Children in Need funded project we’ve worked closely with young people who are blind or visually impaired to support in the creation of the design, which is an extension of our accessible wear ranges at George.”
Asda has been a partner of BBC Children in Need for 22 years, raising over £28.4 million.
Want to read more news like this? Simply sign up to our daily digest by clicking here. You can also follow @LicensingSource on Twitter and @licensing_source on Instagram.
