It is the first time the Formula 1 team has teamed up to create a high street kidswear range and saw the team’s two drivers Lewis Hamilton and Heikki Kovalainen visit M&S’s store in London’s Marble Arch to for the launch.
The range is aimed at boys between 5 and 16 and will include hooded tops and t-shirts that mimic the designs of the team’s racing kits and feature technical details as well as the personalized artwork from each driver’s helmet.
To support the Living The Dream collection, M&S has launched a branded website with a monthly competition offering kids the chance to win their dream by submitting a creative idea.
Launching this week in all UK M&S stores and a selection of international outlets, the range is also available from M&S online and via McLaren’s online store. All purchases from the range will also receive a free Living The Dream keyring
Last week, banking group Santander announced it would extend its sponsorship of the McLaren F1 team despite signing a five-year deal with rival Ferrari in the previous week.
Earlier this year the sport was plunged into crisis after eight teams threatened to create a breakaway championship because of FIA plans to impose a voluntary budget cap.