H&M to launch Toca Life kidswear collection

Kids’ app series Toca Life and its fun and quirky characters are the
stars of H&M’s latest kidswear capsule collection launching this month.

The imaginative and innovative Toca Life x H&M collection includes a
range of children’s clothing, shoes and accessories with interactive prints
and textures such as reversible sequins, foil prints and 3D applications,
which brings to life the colourful characters of Toca Life, explains the
retailer in a press statement.

Designed by H&M’s Kids in-house team, the Toca Life x H&M collection
includes jersey tops, sweatshirts, dresses and tracksuits where all cotton
is 100 percent sustainably-sourced. In addition, the capsule line
channelling the playful spirit of the game features shoes and accessories
such as trainers, socks and selected Toca Life characters made into soft
toy bags.

Sporty features like drawstring waists, contrast racing stripes and
elasticated cuffs are seen throughout the collection, while interactive
elements are at the centre of the design and can be found in details such
as foil prints, 3D applications and reversible sequins, which is
highlighted on a Silly Burger sweatshirt, where the image is made of flip
sequins so the character can either be smiling or frowning.

Other highlights include light-up trainers, a burger soft toy bag, and
co-ord tracksuit featuring all the key Toca Life characters. Prices start
from 2.99 pounds.

Kids’ app series Toca Life brought to life in H&M collection

Sofia Löfstedt, H&M’s assortment designer kids, said in a statement:
“With a sense of discovery and playfulness, we wanted to convey that
feeling of Toca Life: the humour, quirkiness, interactivity and creativity.
Each piece in the collection is not only a form of self-expression for a
child – and physically allows them to move freely and comfortably – but
also an encouragement to think that the possibilities in everyday life
are limitless.”

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Toca Boca’s art director, Sebastien Roux, added: “The essence of Toca
Life is rooted in the everyday, so we made sure to represent every part of
children’s day-to-day in the H&M collaboration.

“Maybe a kid wants their sweatshirt to reflect how they’re feeling and
partway through the day they decide they’re feeling a different way – it’s
cool that their clothing can be a tool to reflect that.”

In addition to the collection launch, H&M Member, H&M’s loyalty
programme, will be hosting a drawing competition where its members will
have the chance to design a Toca Life character that will be visualised in
the Toca Life: World app.

Toca Life x H&M launches on August 8 worldwide in all stores that carry
kidswear as well as online.

Images: courtesy of H&M

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