M&G Kids - Personalized for Every Little Milestone
Mark & Graham had long been a destination for baby keepsake gifts, baby showers, and gifting occasions such as Baby's First Christmas. In 2024, we recognized the deeper potential of the category and launched M&G Kids, a dedicated sub-brand that expanded the assortment and gave kids gifting its own distinct identity.
The M&G Kids brand identity drew inspiration from the beautifully patterned designs of the product itself, channeling the playful joy of celebrating little ones. Integrating babies and toddlers into the photography was essential, adding an emotional, lifestyle-driven dimension that elevated the category beyond product and into meaningful moments. Personalization remained a cornerstone, reinforcing what makes Mark & Graham's gifting proposition so special.
Since its launch, M&G Kids has delivered double-digit category growth, validating the strategic decision to invest in it as a standalone brand.
Gifting Occasions
As M&G Kids grew, so did the opportunity to expand into new gifting milestones, from First Birthday to First Day of School. Each occasion became its own creative brief, inspiring a look and feel rooted in the emotion and energy of that moment. The result was a more lifestyle-driven visual approach that made the category feel personal and celebratory, while building a brand relationship that grows alongside the customer through every milestone.
Summer Season - Personalized for Every Adventure
As M&G Kids grew, we saw an opportunity to expand beyond baby and toddler, reaching older kids while exploring more lifestyle-driven gifting occasions beyond the traditional milestone moments. We leaned into the success of our personalized beach assortment and developed kids-specific SKUs including hooded towels and cover-ups, building out a category rooted in the joy of summer rather than a single gifting event.
The creative direction celebrated the small, everyday moments, while staying true to the brand's whimsical spirit with a playful, lifestyle-forward spin. The result was a collection that felt both aspirational and genuinely fun. The bet paid off. Today, the towel business is one of the top-performing categories within M&G Kids.
Photographers:
Christiana Ceppas
Sang Ang
SVP Brand: Kate Lesher
CD: Lisa Blanco
Director of Brand + PR: Lauren Tarzia