JoJo Maman Bébe partners with Godstone Farm for play campaign

JoJo Maman Bébe is nominated for Brand Partnership of the Year at the RG Retail Excellence Awards. The brand teamed with Godstone Farm for its spring 2026 campaign, shot at the Surrey attraction.

Campaign Overview

The partnership focused on the theme of outdoor play. Naomi Parry, JoJo’s head of brand, explained that the brand’s core philosophy is to design clothes that can be lived in. “Play is always something JoJo has taken seriously,” she said. The campaign was filmed at Godstone Farm, a site known for creating environments where children can explore, learn and build confidence.

Behind the Scenes

Parry highlighted the shared belief between the two brands. She said, “The whole campaign centred around outdoor play and so with Nicola Henderson and the team at Godstone Farm we could partner with someone with years of experience creating environments where children can explore, learn and build confidence through play.” The team worked together to keep the messaging simple and focused on real childhood moments such as jumping in puddles, feeding animals and getting covered in mud.

The collaboration also included a sponsorship of Godstone Farm’s puddle-jumping competition, a playful nod to JoJo’s brand identity. Parry noted that the partnership gave the campaign real credibility because both brands share a commitment to the importance of play.

Partnering for Play

Parry said the goal was to encourage families to spend more time outdoors. “Some of the best childhood memories are incredibly simple - jumping in a puddle, feeding an animal or getting completely covered in mud,” she explained. She added that the collaboration should help parents feel confident letting their children explore and remind them that a bit of mess is usually a sign of a very good day.

The partnership also aimed to showcase JoJo’s values of curiosity, independence and getting out into the world. Parry said, “It’s about keeping JoJo at the heart of where modern parents are. The way families spend their time, find inspiration and engage with brands has changed, so we need to make sure we’re evolving with them.”

Future Outlook

JoJo has been part of family life for over 30 years, and Parry stressed the importance of staying relevant. “We’ve always stood for making childhood that little bit easier, but family life evolves and we need to evolve with it,” she said. The brand hopes the partnership will help it connect with modern families and provide practical advice on risky play.

JoJo joins Hamleys, Lidl, Lush and many more in the Brand Partnership of the Year category. The RG Excellence Awards will be hosted at the Underglobe on 14 October 2026.

The full shortlist of nominees can be found on the Retail Gazette website, and readers can sign up for the free daily email newsletter for more industry updates.