The fun-filled range entered all of Iceland’s 1000+ stores nationwide from 20th April, a month into the UK’s lockdown. The range repeatedly sold out, despite the strict social distancing measures. Without a significant launch investment, the range also secured an all year round listing, extending the range to SS21 and introducing new licensed product across the store. “This partnership has ultimately been successful because it married a strong brand with experts who were able to translate the brand experience into something new and exciting. As a result we are looking forward to unveiling new additions to the range, watch this space!”