Thursday, September 08, 2022

Unhidden to Make Adaptive Clothing Based on 'PAW Patrol' and 'SpongeBob'

Paramount Global’s UK consumer products division has partnered with Unhidden, a British adaptive apparel company which provides stylish clothing which has been universally designed for both disabled and non-disabled people.

The new partnership will see Unhidden launch to new and exclusive clothing ranges for children, inspired by beloved by Nickelodeon's hit animated series SpongeBob SquarePants and Nick Jr.'s beloved CG-animated series PAW Patrol.

The deal will support Paramount’s commitment to diversity, equity and inclusion by reaching new spaces and consumers who desire more appealing and exciting adaptive clothing.

The new range of PAW Patrol-themed adaptive wear will be Unhidden’s first capsule collection for children and will be available on the company’s website from early December. The SpongeBob SquarePants-inspired range will subsequently be launched in winter 2023.

“We are absolutely thrilled to be partnering with a truly inspiring and inclusive clothing brand like Unhidden,” commented Venetia Davie, Vice President (VP), Consumer Products, UK & Ireland at Paramount. “SpongeBob SquarePants and PAW Patrol are two of the most beloved children’s programmes on the planet and we can’t wait to see these characters help broaden the scope of stylish adaptive clothing for children, in a category that has been underserviced for quite some time.”

Victoria Jenkins, founder of Unhidden Clothing, said: “Partnerships like these provide not only a platform for independent brands working in social impact spaces but shows the consumers that inclusive design is a priority and that they will begin to be included more and more.

“For me personally, as a disabled entrepreneur this partnership is allowing me to be a role model for my community and makes Unhidden one of the first adaptive brands to ever have a partnership like this in the UK/globally.”

Jenkins founded Unhidden in 2016, and until now, it has only produced adaptive clothes for adults. Its collections feature accessible details such as shirt sleeves for people with arm ports, invisible zippers at leg hems and elasticated back waistbands for people with cerebral palsy or dexterity issues.

The adaptive apparel market is on the rise, and San Diego-based costume manufacturer Disguise jumped on an opportunity to tap into this under-served niche with the 2020 launch of Disney-branded adaptive costumes for kids. The following year, parentco Jakks Pacific reported in its Q3 results that the costumes category had been its strongest performer for the quarter, with Disguise seeing a 16% increase in net sales to US$64 million. 

In 2020, market research company MarketWatch valued the global adaptive clothing market at US$250 million, and that number is expected to reach US$294 million by the end of 2026. 

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Originally published: September 08, 2022.

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