For most parents, back-to-school shopping begins with a looong list: school supplies, backpacks, lunchboxes, clothes, shoes. But this year, Hanna Andersson — the self-proclaimed “Champions of Childhood” — wants to help parents step away from their checklist for a moment and remember the magical potential of a new school year.
“While most back-to-school messaging focuses on the practical checklist — backpacks, pencils, endless glue sticks — we’re celebrating the emotional magic of this pivotal moment in a child’s life,” said Grace Wong, Chief Brand Officer at Hanna Andersson in an interview with Retail TouchPoints. “It’s about nurturing the hopes, dreams and boundless imagination that make childhood extraordinary. Our goal is simple: encourage kids to embrace their authentic selves while reminding parents that every whimsical moment deserves to be celebrated and cherished.”
To do that, the childrenswear brand is launching a new campaign that embraces all the places kids’ creativity, imagination (and hard work at school, of course) can take them.
To coalesce around this idea, the Hanna Andersson team came up with a manifesto for the campaign: “I am bigger than words. I am a million different things. I am the architect of my own imagination. I am not just building a fort; I am building my own world. I am the future. I am Hanna.”
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This is brought to life by whimsical photography from Mei Tao featuring children exploring their futures with statements like: “I am a hot air balloon pilot,” “I am a dinosaur trainer” and “I am a treasure hunter.”
“We set out to capture childhood’s inherent magic through imagery that feels both dreamy and tangible,” explained Wong. “Our photography has this fantastical quality that invites you in — you can feel the softness of our fabrics and the joy radiating from each scene. Just like our thoughtfully designed pieces that effortlessly mix, match and coordinate, our campaign visuals embody that same playful versatility. Picture a theater stage against an endless blue sky, where kids are free to just be kids — complete with oversized tulips, cozy pajamas and beautifully tousled hair. It’s childhood in its purest, most authentic form.”
The campaign will be featured across direct mail, bus shelters in NYC, street-level out-of-home placements and social media.
“Influencer partnerships are essential to how we authentically connect with families and build genuine community around our brand,” said Wong. “This season, we’ve strategically expanded our creator network, working with a diverse mix of macro, mid-tier and micro influencers alongside our beloved brand ambassadors. We have an exciting collaboration launching next month with a prominent macro influencer, featuring an immersive in-person experience with celebrity guests, personalized styling sessions and hands-on activities that bring our ‘Champions of Childhood’ mission to life. It’s about creating meaningful connections, not just content.
“As parents ourselves, we intimately understand that overwhelming back-to-school noise,” Wong added. “Our approach cuts through by focusing on what truly matters: the child behind the checklist. Yes, school supplies are necessary, but back-to-school is really about igniting curiosity and creativity. We’re not just selling clothes — we’re championing the big dreamers, the imaginative spirits, the beautifully unique kids who deserve to be celebrated exactly as they are.”
