This spring, Polo Ralph Lauren expands its shoppable children’s online storybook collection with the introduction of The RL Gang: A Magically Magnificent School Adventure. Showcasing Ralph Lauren Childrenswear Spring 2011 collection, the new RL Gang video is narrated by award-winning actress and mother Uma Thurman, and launches globally today on RalphLauren.com/RLGang and Bloomingdales.com/RLGang, and March 31 on TheBay.com/RLGang.
“By delivering a best-in-class virtual shopping experience to both parents and their children, our customers can discover their style in a way that is engaging, informative and entertaining.” said David Lauren, Executive Vice President of Advertising, Marketing and Corporate Communications.
In celebration of the launch, Polo Ralph Lauren is hosting an international search for one lucky child to be cast in an upcoming installment of the RL Gang. The contest, which will live on the RL Gang tab on Ralph Lauren’s Facebook page, will allow parents in the US and UK to upload a photo of their child and share that photo with friends and family, asking them to vote for their child.
The winning child will be chosen from the group of children with the most votes, flown to New York and cast as a member of the RL Gang! Best of luck to all our readers who participate! How Exciting!!
As Polo Ralph Lauren is dedicated to children everywhere and the preservation of the arts and education, the Company will donate 15% of all proceeds from the first month of sales of the Childrenswear Spring 2011 collection on RalphLauren.com to Room to Grow—a charitable organization chosen by Uma Thurman. Room to Grow is an innovative program which provides parents raising babies in poverty with one-on-one parenting support and essential baby items throughout their children’s critical first three years of development.
Additionally, Polo Ralph Lauren has again partnered with Tikatok.com, the award-winning children’s publishing platform owned by Barnes & Noble, to produce the printed version of The RL Gang. The book will be available beginning March 3 for $16.95 and readers can purchase a hard copy or download a digital version on Tikatok.com/RLGang and BarnesandNoble.com. Hard copies of the book will also be available at select Ralph Lauren stores.
As you may know by now we are big fans of Ralph Lauren and one of the charities we support is Room to Grow so when we were contacted to be one of their bloggers for this launch we were over the moon excited. One great American Designer, one great American Charity, and hopefully one Haute Child of our readers as the New Cast Member of the RL Gang !
Good Luck Mamas and Happy Shopping!
Xo Kimberly, Kate and Christina
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