Nursery Today magazine

Created by children

JoJo Maman Bébé and LittleLife ask pre-schoolers to design their latest back pack.

Two of the UK’s most popular parent and child brands have teamed up to offer pre-schoolers the chance to design LittleLife’s next backpack. From1st June JoJo Maman Bébé will be hosting the competition in their 90 boutiques nationwide and online at

From spiky monsters and futuristic robots to multi-coloured zoo animals, children’s imagination can become reality this summer, with the winning design going into production at the end of July. A shortlist of designs will be selected by a specialist panel including renowned children’s book illustrator , Louise Tait as well as LittleLife Managing Director, Mark Cobham and JoJo Maman Bébé founder, Laura Tenison MBE. The final shortlist of designs will then be put to a public vote with the winning creation announced at the start of July.

LittleLife’s Managing Director, Mark Cobham says “Toddlers love imagining and exploring so we created the Animal Toddler Backpack which they adore wearing and also helps keep them safe. It is their 10th anniversary this year so we decided to celebrate with the Design a Backpack competition. We’re looking for children to be as creative as possible with the addition of horns, wings, tails and more.”

Buying director of JoJo Maman Bébé, Harriet Blanchet adds “We have stocked LittleLife backpacks for the last ten years since they first launched, so it’s exciting to think that we could have a backpack in stores for another ten years that has been designed by one of our little customers”

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