Amie Flynn – Head of Product at MORI – on putting playfulness at the heart of the firm’s Peppa Pig collection

Amie, it’s great to connect. For anyone new to MORI, how would you describe your approach to design?
Our design ethos revolves around creating garments that embody a tonal, unisex aesthetic whenever possible. We strive for minimalist, muted, and soft designs, characterised by clean lines and subtle details. Our fabrics are carefully chosen to be soft, breathable, and practical, providing comfortable dressing solutions for parents.

We focus on simplicity and versatility, ensuring that our pieces seamlessly integrate into any wardrobe while offering timeless elegance and comfort. We create pieces that aim to simplify life for parents, using innovative design features like two-way zips, adjustable lengths and temperature-regulating fabrics – just some of the ways our globally loved pieces stand out from the crowd.

“We strive for minimalist, muted, and soft designs.”

MORI launched a Peppa Pig collection earlier this year. What made that brand a neat fit for what you like to create?
Peppa Pig actually wasn’t a natural fit for the MORI brand aesthetic – but we really wanted to take a toddler’s favourite in Peppa and make it parent-friendly too. We decided to stick to a fairly muted design, while still keeping the playfulness of Peppa and George to appeal to the little ones wearing our sleep and daywear. We have had so much positive feedback from parents on how much their children love going to bed in their favourite character and how parents are delighted they can buy into the character in the best quality.

You mentioned the brand wasn’t a natural match-up to the MORI aesthetic. How did you begin the process of crafting a range that felt authentic to both brands?
The design process behind the Peppa Pig x MORI collaboration was kickstarted by our desire to blend the beloved charm of Peppa Pig with the comfort and practicality MORI is known for. We aimed to execute both brands’ aesthetics, balancing Peppa Pig’s bright, playful colours with MORI’s more muted and minimalist palette. Inspired by feedback from parents and the joy that Peppa Pig brings to children, we focused on creating pieces that are not only visually delightful but also incredibly comfortable and functional. This collaboration aims to bring smiles to parents and children, combining the best of both brands.

And the Hasbro team have been great to work with. They are incredibly forthcoming with ideas and have helped us launch our Peppa collection in the best way, including Peppa herself making an appearance at our store on Northcote Road for the launch event. We have been introduced to some amazing brands and contacts through this partnership.

I’d imagine there are design considerations unique to baby clothing that you have to bear in mind when crafting these collections?
We prioritise comfort, practicality and ease of use. Our designs use soft, breathable fabrics to ensure comfort and incorporate features like zippers, snap buttons and envelope necklines for easy dressing and undressing. Safety is paramount, so we avoid small parts that could be choking hazards and ensure all fasteners are secure. We focus on functionality, providing stretchy, roomy fits for freedom of movement and integrating practical elements like built-in mittens and footed designs. Additionally, our clothing is machine-washable for easy maintenance and designed with seasonal appropriateness and aesthetic appeal in mind, balancing functionality with style.

Not all hit kids’ TV shows replicate that success in kids’ apparel. What do you feel Peppa lends itself particularly well to baby clothing?
Babies and toddlers are completely mesmerised by Peppa Pig. The design and colour aesthetics of the characters and the show aren’t too garish and can be paired back to create soft, clean lines that certainly complement sleepwear, which is our speciality. We want the little ones to be happy to wear the pyjamas they’re in, while also keeping in mind our brand and why parents and our customers continue to shop with us.

“My favourite pieces from the collection are the PJs and two-way zip sleepsuits.”

Design-wise, can you talk us through some of your favourite pieces from the Peppa collection?
My favourite pieces from the collection are the PJs and two-way zip sleepsuits. These pieces perfectly blend the joyful, colourful world of Peppa Pig with MORI’s signature comfort and practicality. Our printed ribbed flares and top outfit also stand out as a stylish yet comfortable option, combining the vibrant Peppa Pig prints with the soft, muted tones that MORI is known and loved for.

I have one last question: How does the MORI team fuel their creativity?
We are always inspired by what is going on in the wider market, not just in the baby and children’s retail sector. We often take inspiration from brands across the world who are pushing the boundaries and seeing amazing successes. We work with small budgets so we have to make our ideas work hard and efficiently by looking at what we can achieve in-house and with the amazing contacts and brand fans we have acquired over the years.

Amie, thanks again.