Aussie surf brand Mambo is preparing to expand its kidswear ranges by 50 per cent in 2025, according to business manager Matt Macaulay.
This comes after the brand relaunched into the kidswear space in late September, 2024, selling the range through its key stockist Big W. Macaulay said the initial response exceeded expectations, driven off the back of a strategic collaboration with Teenage Mutant Ninja Turtles.
“The biggest challenge was the awareness of Mambo within kids apparel,” Macaulay said. “To overcome this, we launched a major collaboration with Teenage Mutant Ninja Turtles, which helped connect the brand to the kidswear category while still highlighting the signature styles Mambo is known for.
“A key part of this was introducing the iconic ‘Farting Dog’ design to the boys' range, knowing that the nostalgic appeal would encourage parents to buy for their kids… And farts are funny.”
According to Macaulay, swimwear and dresses have been the top sellers for girls, while graphic t-shirts and volley boardshorts have been the standout style for boys.
“Many of Mambo’s original fans are now parents eager to share the brand with their children. By tapping into this nostalgia, we had the opportunity to give light to a new generation of Mambo fans and give parents the chance to pass down Mambo’s irreverent, fun aesthetic. Helping create a sense of continuity and strengthening brand loyalty.”
Macaulay added that there was a key opportunity to dive into kidswear at Big W - where it already sold branded apparel across men’s, women’s and accessories.
“The focus was getting the creative right, working with a realm of different artists - current, new and former who could bring an authentic Mambo touch to the kids’ range.
“Our designers and creative director created bespoke collections that blended Mambo’s iconic style aligned with trends, ensuring the ranges stayed fresh, relevant, and true to the brand’s unique aesthetic.
“We worked closely with our existing factories to ensure perfect fits while maintaining the sustainability standards that are central to our current product categories.”
Macaulay said that following the response thus far, its partners in Big W are stepping up and pushing the brand to new heights.
“We will continue to grow our offering each season, introducing fresh new collaborations. Next year, the plan is to grow the category significantly.”