Polo Ralph Lauren Uses An Interactive Online Storybook To Debut Fall ’10 Kidswear Line

How original! Polo Ralph Lauren is introducing their new Fall 2010 Children’s wear collection later this month, with a twist. As opposed to the usual runway photos, Polo has created an interactive, online storybook with characters in full Ralph regalia, WWD reports. The story line revolves around eight real-life children dubbed “The RL Gang,” who make their way to the first day of school after summer. The illustrated world is narrated by Harry Connick Jr.

“It started with the idea of doing a fashion show,” David Lauren, Polo Ralph Lauren Corp.’s senior vice president of advertising, marketing and corporate communications, said. “Everyone felt that we needed to push it even further. We could create something that would celebrate the tradition and family spirit of Ralph Lauren.”

The story plays out when at the children’s first day of school, their teacher, Professor Randolph Lattimer, opens “The Incredible Book of Fantastic Things” and asks the young ones to close their eyes, they are taken to a fantasy world that is perfect but for one dying apple tree. The kids rescue the tree by watering it. The story concludes with each child deciding who to give the apples to.

The storybook is launching as an exclusive partnership with Bloomingdale’s, and will target children ages two and eight. Shoppers can click on looks from the collection and then purchase them through ralphlauren.com and bloomingdales.com. It will launch Aug. 18. For $18.95, you can also purchase a hard copy of the book which will be available on-demand at Tikatok.com.

Polo sells its children’s wear worldwide, and is translating the virtual story into eight languages.

Imaging and Source: WWD