Marks and Spencer have launched a ‘Britain’s got Talent’-style competition as part of a new campaign to promote its childrenswear, the latest marketing news has reported.

The contest is part of a deal the retailer has finalised with ITV, which will see M&S advertise its kids range on the BGT website – as well during the show on Saturday nights.

Parents have been invited to upload 60-second clips of their kids showcasing their talent on the M&S ‘Do Your Thing’ microsite, in order to win the opportunity to appear in future advertising campaigns.

M&S’ director of childrenswear, Karl Doyle, told Digital Spy that the campaign should do a lot to showcase the retailer’s growing range of children’s fashion.

He said: “We’re really excited to be working with ITV and Rankin on this nationwide search in what it is a totally original and unique campaign.”

“We want to encourage kids to ‘do their thing’ and get involved in the next campaign – as well as inspiring them with our on trend, high fashion kidswear ranges.”

Furthermore, ITV’s commercial managing director, Fru Hazlitt, told Marketing Week that the partnership was part of the broadcaster’s commitment to innovative advertising. 

The M&S advert – which launched during Saturday’s edition of BGT – featured a young beat-boxer, street dancer and astronomer.

Entries from talented youngsters for the Autumn/Winter campaign will close on May 23rd; with the winners being announced during the Britain’s Got Talent final.

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