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Shopping can be child’s play

Interactive kidswear website MiniWardrobe has created a tool that makes the shopping experience fun.

Recently launched kidswear website believes it has found an online tool that will captivate an audience overlooked by other retailers.

The tool is called MiniDresser and many will be surprised to learn it is aimed at five to 12-year-olds. The tool works in a similar way to that on Asos Fashion Finder, enabling users to create their own looks by moving product from a selection to a board. The difference with MiniDresser is that many of these users are under the age of 12.

The etailer believes it has found a niche where parents and children can share and bond over the online shopping experience. It wanted to move away from the age-old story of kids being bored and irritated while their parents shop and instead make it a fun experience for all of those involved.

The site already has a kids-only area where the MiniDresser sits. Content in this area consists of fun games for children to play while on the site, but the MiniDresser tool integrates the game element with the shopping experience.

Users can choose to display the outfit on the ‘Girl Dog’ or ‘Boy Lion’ theme and then have the option to share the image on Facebook, Twitter or via email. There is also an option to ‘Personalise your outfit’, which lets users add a choice of cartoon-style accessories to the image. However, MiniWardrobe may have missed a trick by not linking the product in the game to the transactional area.

MiniWardrobe was launched in November last year to bring together relatively unknown kidswear brands from around the world with more well-known labels. The site has a global reach and ships to countries including Japan, South Africa and Scandinavia.

To capitalise on the Scandinavian audience, it launched a MiniDresser competition with Finnish kidswear blogger MrsAgatha (, encouraging its visitors to use the tool to win a complete outfit.

MiniWardrobe is delighted with the reaction so far and plans to further develop the tool. It will be interesting to see how the integration between gaming and shopping grows.

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