Ralph Lauren is reaching out to kids and parents with a virtual shopping experience that includes the second of his charming children's online storybook collections: “The RL Gang: A Magnificent School Adventure.” The fanciful story delves into imagination and accepting new friends, and at the same time, showcases the Ralph Lauren Spring 2011 collection. Yup, if you or your child likes how one of the kids is dressed while you read, you can pause and shop their closet. (Talk about multi-tasking!)
The story is narrated by Uma Thurman, and launches globally today on Ralph Lauren.com/RLGang and Bloomingdales.com/RLGang. A hardcover version of the book ($16.95) will be available at BarnesandNobel.com and Tikatok.com/RL gang today as well.
Oh, and has everybody always said your child looks like a Ralph Lauren model? If you think so (and who doesn’t?), you can upload a photo of your little darling (ages 3-7) to the RL Gang Tab on Ralph Lauren’s Facebook. Share the news with friends and family and ask them to vote. One child will be chosen from a group of children with the most votes and cast as the newest member of the RL Gang.
There’s more: To underscore the company’s dedication to children everywhere, 15% of the proceeds from the first month of sales of the spring collection on Ralph.Lauren.com will be donated to Room to Grow, a charity chosen by Thurman, which provides parents raising babies in poverty with one-on-one parenting support and essential baby items.