JoJo Maman Bébe partners with Godstone Farm
JoJo Maman Bébe has been nominated for Brand Partnership of the Year at the RG Retail Excellence Awards. The brand’s spring 2026 campaign was filmed at Godstone Farm in Surrey, exploring the benefits of play.
Campaign Overview
JoJo Maman Bébe has been nominated for Brand Partnership of the Year at the RG Retail Excellence Awards. The brand’s spring 2026 campaign was filmed at Godstone Farm in Surrey, exploring the benefits of play. The partnership was announced alongside other nominees such as Hamleys, Lidl and Lush.
The campaign was shot at the Surrey-based attraction and highlighted outdoor play in a way that matched JoJo’s long-standing focus on practical, lived-in children’s clothing. The brand’s head of brand, Naomi Parry, explained that the farm felt like a natural fit because JoJo designs clothes that can actually be lived in.
Behind the Scenes
Parry said the whole campaign centred around outdoor play. She worked with Nicola Henderson and the team at Godstone Farm, who have years of experience creating environments where children can explore, learn and build confidence through play. “There was a real shared belief between the two brands,” she added.
The partnership gave the campaign real credibility. JoJo and Godstone Farm share a belief in the importance of play and have experience creating outdoor adventures for children. The team shot the campaign on the farm, worked with Nicola to share practical advice for parents on the importance of risky play, and even sponsored the farm’s puddle-jumping competition - a move that felt very JoJo.
Parry highlighted a challenge: ensuring the collaboration was not overcomplicated and that the messaging stayed at the heart of the campaign. “A lot of our recent work has been about showing JoJo in the reality of modern family life rather than creating a perfect version of childhood,” she said. The partnership helped continue that message, focusing on real childhood - muddy knees, puddles, curiosity, friendships and trying things for the first time.
Collaboration Goals
JoJo hopes the collaboration encourages more families to get outside. Parry said, “Some of the best childhood memories are incredibly simple - jumping in a puddle, feeding an animal or getting completely covered in mud. If the collaboration gives parents a few new ideas, helps them feel more confident letting their children explore and reminds them that a bit of mess is usually a sign of a very good day, then I think we’ve done what we set out to do and of course all while dressed in JoJo.”
The partnership also allows JoJo to showcase its core beliefs - play, 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.”
Campaigns and collaborations like this allow JoJo to show up in relevant places and connect with parents in ways that go beyond simply selling clothes. It’s about being part of family life and the things they’re actually doing - whether that’s a day out, outdoor play or looking for ideas and inspiration.
The RG Excellence Awards will be hosted at the Underglobe on 14 October 2026. JoJo joins Hamleys, Lidl, Lush and many more in the Brand Partnership of the Year category. The full shortlist can be found on the Retail Gazette website.
For more details on how JoJo’s 30-year history of family life is reflected in our data, see our stats and fixtures.
