The Shropshire-based children’s brand, The Den Kit Company – a leading name in the Outdoor Learning movement – has been handed the title of Best Brand Licensed Children’s Product at this year’s Brand and Lifestyle Licensing Awards for its product range developed in partnership with The National Trust.
The Nature Hideaway Kit was produced in collaboration with and under license from the National Trust and emerged triumphant in a strong category that included competition from the likes of Hello Kitty, Uniqlo and the Scouts.
A small, rural start-up that has faced a tough year navigating the unpredictable trading climate brought on by the pandemic, The Den Kit Company has labelled the award as a major win and affirmation for its efforts in the children’s space.
Founders Kay Miller and Jo Jones, said: “For us to have been selected as a finalist alongside such super brands felt like a momentous achievement in itself, to actually have won the category feels extremely humbling.”
With a passion for connecting children with the world around them, the Den Kit Company has developed products designed to encourage outdoor adventures amongst young families and help overcome the worrying disconnect our nation has with the natural world. This latest product, the Hideaway Kit, has been developed in association with Europe’s largest conservation charity, the National Trust.
Inspiration for the collaborative kit originally came from research findings showing language for the natural world is being lost or overtaken by uses that refer to digital technology, especially among younger generations. The kit is designed to inspire children to play imaginatively, while challenging their ingenuity and teaching new skills.
These formative years can be tricky to negotiate for children and parents alike, but research shows that physical activity and engaging with the great outdoors can help develop confidence and improve communication skills – leading to positive choices and a lifelong love of nature.
Clare Brown, head of brand licensing for the National Trust, added: “I’m delighted for the Den Kit Company team and for all that they have achieved. For years they have been dedicated to getting more kids to experience the benefit of the outdoors.
“It was a natural fit to work with them to create The National Trust Hideaway Kit, and encourage children to enjoy being close to nature, so they want to care for it as much as we do. Huge congratulations for your efforts being recognised.”
The National Trust Hideaway Kit is available to purchase at The Den Kit Company web shop: https://thedenkitco.com/products/nature-hideaway-kit It is designed to appeal to children aged 8 and above.
A minimum contribution of £2000 from the sale of the Nature Hideaway Kit will be made to the National Trust to support the work they do to care for the nation’s nature, beauty and history for everyone, for ever.