About

SquidKids specialise in luxurious colour changing; jackets,
wellington boots, umbrellas and bags for kids.  We are the original
colour changing brand (conceived in 2005, established in 2008). 
When wet, the white designs magically transform into life! 
Squid has prestigious contracts across 25 countries, including
Tate museums, MoMA NYC, Globus and Nordstrom. We are also
one of Hamleys' best selling ranges, finalists in the John Lewis
pitch up competition 2014, won the Great Retail Revival POP
House of Fraser competition which led to a pop up concessionary
stand. We are also the proud winners of the 'Baby & Child Product
of the Year' Make Awards 2015 by NotOnTheHighStreet.com and
our Peppa Pig Collaboration was nominated and showcased at the
National Licensing Awards 2017.
The company founders, Viviane and Emma-Jayne met while
completing their BA Hons product design and development at the
London College of Fashion in 2004. Squid's colour changing vision
proved to be such a success that many copies have emerged onto
the market. The design-duo were handed the London ERDF award
for 'Most innovating business' from Boris Johnson, Mayor of
London. Both previously worked for fashion houses such as Chloé
and Selina Blow, so quality and functionality is extremely important.