JoJo Maman Bebe’s Naomi Parry on Godstone campaign
Naomi Parry discusses JoJo Maman Bebe’s spring 2026 partnership with Godstone Farm, highlighting shared values in outdoor play and the campaign’s focus on real childhood experiences.
Mother and babycare brand JoJo Maman Bébe is nominated for Brand Partnership of the Year at this year’s RG Retail Excellence Awards. The brand collaborated with Godstone Farm for its spring 2026 campaign, shot at the Surrey-based attraction to explore the benefits of play.
Behind the Scenes with Naomi Parry
JoJo’s head of brand Naomi Parry explains that play has always been central to the brand’s design philosophy. She says Godstone Park felt like a natural fit because the brand creates clothes children can actually live in.
Parry notes the campaign centred around outdoor play and that working with Nicola Henderson and the team at Godstone Farm brought years of experience in creating environments where children explore, learn and build confidence.
She highlights a shared belief between the two brands in the importance of play for childhood development.
Campaign Goals and Parent Engagement
Parry hopes the collaboration encourages more families to get outside and create simple, meaningful memories like jumping in puddles or feeding animals.
She says if the campaign gives parents new ideas, helps them feel confident letting children explore, and reminds them that mess often signals a good day, then the goals have been met.
JoJo aimed to bring its long-standing focus on play to life through a campaign celebrating outdoor activity, with the partnership adding credibility and expertise.
Practical Advice and Shared Vision
The team shot the campaign at the farm, worked with Nicola to share practical advice for parents on risky play, and sponsored Godstone’s puddle-jumping competition.
Parry says one challenge was ensuring they got the most from the collaboration without overcomplicating the messaging.
She adds that recent JoJo work focuses on showing the brand in the reality of modern family life, not a perfect version of childhood, and this collaboration supported that message.
Evolving with Modern Families
Parry states JoJo has been part of family life for over 30 years and aims to stay relevant to parents today by evolving with changing family needs.
She says collaborations allow JoJo to showcase its beliefs in play, curiosity, independence and getting out into the world.
The goal is to keep JoJo at the heart of where modern parents spend their time, find inspiration and engage with brands, moving beyond selling clothes to being part of family life.
JoJo joins Hamleys, Lidl, Lush and many more in the Brand Partnership of the Year category. The RG Excellence Awards will be hosted at the Underglobe on 14 October 2026.
See the full shortlist for more details on the nominees.
