Exclusive: PrettyGreen to create kid-friendly activation for River Island

Agency PrettyGreen has revealed it will bring high street retailer River Island's collection of children's clothes to Lollibop festival with an experiential activation.

The River Island activation will take place at Lollibop
The River Island activation will take place at Lollibop

The company told Event it will create The River Island Design Den, a hub for parents and children to design and make their own t-shirts. A team of experts will be on hand to guide mini-designers through the creation process.

Once the designs have been completed, children will be given the chance to parade their unique designs on the branded catwalk. A photographer will be on-hand to capture their inaugural modelling experience.

A River Island pop-up shop will also feature in the Design Den, which will be open throughout the three-day festival.

Kate Morrison, client services director at PrettyGreen, told Event: "Working with the team at River Island is really exciting. Having been a part of Lolibop in the past we know how much fun it is so we were thrilled to be asked to be a part of the 2014 festivities."

Mary McClenahan, brand marketing manager at River Island, added: "Lolibop is one of the most fun events of the summer for us and a really great opportunity to engage with parents and children. 

"From a young age, the way we dress helps us to express ourselves so we wanted to give festival-goers the chance to make something they couldn’t ordinarily buy in the shops – we’re hoping to find the UK’s next great designer."

Lollibop festival, which is now in its fifth year, is set to run from 15-17 August at Hatfield House, Hertfordshire. Other interactive events scheduled for children at the event include coaching from Tottenham Hotspur FC, a pirate training school and Bear Grylls’ Survival Academy.

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