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“It is all about the classics”

M&S’ Joanne Burns tells us her preschool brand highlights in the run up to Christmas.

With the gift buying season now in full swing, classic brands will be a key focus for Marks and Spencer.

Joanne Burns, assistant buyer on babywear at the retailer – speaking to sister title Licensing Source Book as part of the judging for the product categories of The Licensing Awards 2018 – commented in the run up to Christmas it is “all about the classics, but done beautifully or with a bit of quirkiness”.

Highlighting two key brands for the retailer, Joanne continued: “Peter Rabbit and Paddington are two great examples of this.

“They are both fantastically strong properties with a classic ‘handwriting’ that resonate with such a wide segment of the population.”

This feature originally appeared in the autumn 2018 edition of Licensing Source Book. Click here to read the full publication.

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