Pyjamas are the most essential clothing category in every child's wardrobe. Kids spend over 12 hours a day in pyjamas but they all seem to agree - their pyjamas are boring.
Kids want to learn, be inspired by the world around them, look cool and be comfortable. Fortunately, this is what their parents want for them as well. Pyjama Pajama has set out to achieve precisely this.
Parents, grandparents and friends buy many presents for kids. Pyjamas are a very popular gift item because they are generally not expensive, fit and cut are more forgiving and so they are easier to buy for others. Pyjamas that are cool, comfortable and educational will be excellent gifts, providing kids with exciting learning opportunities – even at bedtime – which they will be delighted to wear.
What we’re offering
So, we’ve taken these important facts about children, parents and sleepwear into account and will be producing a really exciting collection of pyjamas, incorporating educational and topical themes so that children can continue to learn as they prepare for bed. Everything that is produced will be designed to interest and inspire our kids.
What's more, unlike all other pyjama brands currently available, the style and quality of the pyjama tops will be so high that our kids can actually wear them as t-shirts during the day too, making them even better value!
We’re inviting designers from around the globe to submit their designs based on our first 6 educational themes – Animals, Dinosaurs, Hobbies, Human Body, Machines and Space.
We’ve put together some artwork to inspire them and they can submit as many designs as they want based on these themes.
Animals Design Mood Board
Dinosaurs Design Mood Board
Hobbies Design Mood Board
Human Body Design Mood Board
Machines Design Mood Board
Space Design Mood Board
Most importantly, we’re giving you the final say as to which designs will go into production. Apart from investing to have your own pair of Pyjama Pajama PJs at an excellent discount, we’re giving every one of our Kickstarter backers a vote on their favourite design.
And when we go into production, our brilliant designers will benefit too as they’ll get 10% of all sales revenue of pyjamas carrying their selected design. Just to stress – that’s 10% of sales (not 10% of profits) as we want designers to be inspired to submit and produce the most exciting and inspirational artwork for our kids to wear on their PJs.
And finally, apart from a central design, we’re planning to incorporate another secret educational feature into all our pyjama tops and bottoms that will ensure that Pyjama Pajama is entirely unique and totally different from any other pyjama brand available online or on the high street!
Our younger children’s range will retail at £20 and our pyjama sets for older kids will come in at around £25.
So for a small investment of £15, we’ll send you a FREE set of pyjamas of your choice worth anything from £20 - £25 at retail value plus you’ll be entitled to vote on your favourite design.
And if you increase your investment to £25, we’ll offer you 2 SETS OF PYJAMAS with your vote.
£60 will bring you 5 SETS OF PYJAMAS with your vote.
£100 will bring you 10 SETS OF PYJAMAS together with your vote.
But to help us get started, we offering our first 200 backers an Early Bird Reward of a set of PJs for just £10. Our pyjamas will retail at £20 to £25 so you'll be getting them at half price or even less.
We've also got 3 higher investment levels for those of you who are keen to get involved on a strategic level...
£500 will bring you 10 SETS OF PYJAMAS and you will be able to choose a theme for our designers to work on
£1,000 and £5,000 Investments
For those of you more serious investors who invest £1000 or more, we’ll be inviting you to our Design Decision Team to decide on new designers to work with.
And if you want to be further involved, we’ve created a £5000 investment level for those of you who also want to help us decide on the underlying educational themes and specific areas to cover in our pyjama range on our Educational Strategy Team.
We’re keen to attract those of you with a passion for design and education so we hope to attract a few of you at these highest levels.
We will build on our most popular designs by creating series of pyjamas around themes. We’ll print our prints and facts on collectible cards so that kids can keep them and remember them (!!) long after they have grown out of their pyjamas.
Older and younger kids will eventually be able to express their creative talent and choose what they want to learn by designing their own pyjamas from our archives of designs, facts and message.
But most importantly, we’ll always let our Kickstarter backers and new customers decide the designs they want produced by inviting designers to submit their artwork and letting you have the final say as to what gets produced.
Any investment size (even a £1 investment) to our project entitles the Kickstarter backer to have a vote on our current design ideas.
What we need
With our first designs underway and our manufacturers and printers secured, we now just need your help in raising £12,000 to produce and market our first full collection.
We’ve already secured a number of retail outlets for our first range – online and offline.
And as pyjamas are such an essential parent-purchase, we’ve also lined up teams of mums to take our first range and sell our pyjamas directly to other mums through our Pyjama Pajama Party Plan Programme.
And with our focus on educational themes, we’ve also got interest from key museums to sell our ranges online and in their retail stores.
Sales proceeds from the first collection will enable us to go straight into production for our next collection as well as our “design your own” options.
So, please support us! We’ll accept any donation from £1 upwards, although donations of £15, £25, £60 and £100 will reward you with our newly launched pyjamas at seriously reduced prices!
Risks and challenges
The Design and Manufacturing Process
Pyjama Pajama’s founder has been working in the children’s clothing industry for many years. She has seen many brands fail where their founders have tried to control the whole process from design to manufacture to launch and marketing. She has also seen that the potential for fabulous sleepwear for children is enormous.
Therefore, she is focusing on what she does best and has teamed up with great people who understand product sourcing, design and manufacture so as to ensure that Pyjama Pajama guarantees its backers the best designs on the best materials and pyjamas which will be delivered on time.
Great quality is essential. Our manufacturers understand kids pyjamas and know these pyjamas must be a premium quality product. We’re also limiting ourselves to tighter production volumes to keep the brand exclusive, quantities manageable and delivery dates guaranteed.
So, once this project closes, we’ll have our designs in place and be ready for our Kickstarter backers to vote so that we can go straight into production for a realistic delivery schedule to our customers in November 2013 – well in time for Christmas!
The Final Designs
Some of you may be wondering why we haven't shown you the final designs that we're producing. Well - just to explain, we've actually been advised NOT to as there is a genuine risk they might be copied.
But, we promise you that the finalised designs will be cool and sophisticated and that your children will love them and that you will also love seeing them in them. We assure you that the tops will be appealing enough to double up as t-shirts and that the information on them will inspire your kids and make you adults chuckle.
In fact we're so sure that you'll love them that we promise to refund any of you who are not completely happy with your pyjamas without any exception. So, if you become one of our backers, you will not only get your pyjamas at a huge discount but we will refund you in full if you decide you don't like Pyjama Pajama after all!!!
So, even if your kids don't need pyjamas right now, we're sure that they'll need some new ones for the upcoming Winter and if you don't have kids yourself, we hope you know someone who does. So please join our list of founding customers and we promise not to disappoint you..!!
More about Me, the Founder
After qualifying and working as a finance lawyer then as a management consultant, I set up and ran two retail start ups, both online businesses sourcing and selling childrenswear and gifts.
I have worked with numerous established brands and emerging children’s clothing designers and have had first-hand experience of what there is in the market, what sells well and where there are serious gaps. Good quality, desirable sleepwear and comfortable loungewear are clothing categories that are definitely under-represented in the children’s clothing market.
As a full-time working mum of three kids, now aged 5, 11 and 14, I have always preferred to spend my limited free time with them doing fun and engaging activities, rather than shopping for the clothing essentials.
Hence came my idea to develop a well-priced, well made range of inspirational sleepwear that is not only comfortable but designed also to inspire, amuse and engage our children.
So, I hope that you join us in our exciting adventure as a backer of our project, whether it is at £1, £10 or £5000.
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