This Lindex campaign reframes kidswear as imaginative sidekicks for adventure, blending playful insight with design vision— Clapboard's Global Ad Archive.
Lindex’s 2024 global campaign Made for Play redefines the conversation in children’s fashion by recasting apparel as the active enabler of childhood’s essential currency: imaginative, physical play. Developed via Lindex Inhouse and launched in Sweden, this campaign establishes the brand’s new creative platform through a dual proposition — celebrating play both as an innate drive in children and as the defining brief for Lindex’s garments. The approach sits squarely in Clapboard’s FORMAT#9—Symbolize the Benefit territory, eschewing literal demonstration in favor of vivid, metaphorical storytelling that frames clothing not as passive protection but as the child’s loyal sidekick, ready to leap, tumble, and dream alongside them. The visual narrative leverages exaggerated and symbolic cues: garments depicted as the trusted companions that transform everyday moments into adventure, signaling durability and comfort through the lens of a boundless, playful worldview. This child-centric positioning is delivered with creative empathy rather than rote claims, signaling to parents that Lindex understands the deeper emotional calculus behind their purchasing choices — apparel isn’t simply about fit or price, but about nurturing growth, fostering creativity, and supporting a truly active, exploratory childhood. Strategically, the campaign distinguishes Lindex from dominant competitors such as H&M Kids, KappAhl, Polarn O. Pyret, Mini Rodini, and Name It by dialing up the empathetic, imaginative connection rather than leading on price, sustainability, or high fashion. The global scope, with localization for the Swedish market, underscores Lindex’s ambition to build a cohesive international brand identity rooted in genuine child-first thinking, while the campaign’s media execution artfully balances bold, stylized visuals with messaging that speaks to both kids and their caregivers. This synthesis of design and narrative intent crystallizes in the tagline we don’t just design for kids, we think like them; it is an open invitation to parents and children alike to see clothing as more than fabric, but as a seamless extension of play itself. Clapboard rates this 57/100. In an industry where most brands battle over sustainability and trend, Made for Play signals the renewed value of emotional resonance—and suggests that to truly win with families, brands must offer apparel that inhabits the world of a child’s imagination as fully as it does their daily routine.
Credits
Client
Lindex
Agency
Lindex Inhouse
Art Director
Garri Frischer, Jelena Bondarciuk, Åsa Westlund
Creative Copy
Noora Faraj
Creative Director
Martin Cedergren
Account Management
Eva-Lena Hedin Khalil, Ann-Sofi Blom
Social Media Content Specialist
Carolina Ling
Stylist
Inhee Kwon
Business Lead
Åsa Theleen
Pr
Susanna Antonini
Social Media Manager
Jeanette Olsson
Global Media Lead
Malin Lindman, Lillie Paulsson
Paid Social Media Lead
Antonella Dellsén
Lindex’s "Made for Play" campaign positions the brand as a thoughtful creator of children’s apparel that goes beyond mere functionality to embrace the imaginative and playful nature of childhood. The campaign’s core proposition is rooted in the dual promise that the clothing not only supports children’s active lifestyles but also aligns with their perspective, serving as an enabler for adventure and creativity. By highlighting garments as “sidekicks” in play, Lindex emphasizes durability, comfort, and design tailored specifically for the unstructured, exploratory experiences central to children’s daily lives.
Strategically, the campaign leverages the insight that children perceive the world through imagination and spontaneity, which adults often overlook in product design. Targeting parents who value both practicality and emotional connection in their purchases, the campaign uses a creative angle that anthropomorphizes the clothing, positioning it as an active participant in children’s play rather than passive wear. This approach taps into parents’ desires to nurture and encourage their children’s development through both tangible products and the values they represent.
Additionally, by applying a global concept presented through localized execution in Sweden, Lindex aligns its brand identity across markets with consistent messaging about playfulness and creativity. The campaign’s emphasis on thinking “like kids” reflects an empathetic brand voice focused on authentic engagement rather than solely selling apparel. Overall, the campaign melds functional apparel benefits with a narrative that elevates the role of clothing within the larger context of childhood experience and imagination, differentiating Lindex in the competitive children’s fashion sector.
FORMAT#9 SYMBOLIZE THE BENEFIT — Uses symbols or exaggerated visuals to represent the product’s positive impact.
The "Made for Play" campaign is centered on portraying the world through children's eyes, emphasizing limitless imagination and innate playfulness, and linking these to Lindex garments "designed for play." The campaign message does not directly demonstrate the product, nor does it resolve a specific problem or tell a story with a decisive product-driven plot. Instead, it symbolically associates the benefits of the clothing (durability, comfort, imaginative potential) with the boundless nature of play, effectively turning the act of play itself into a symbolic stand-in for product attributes. Meta cues such as "our clothes as their sidekicks" and "we think like [kids]" indicate that Lindex apparel enables and amplifies imaginative adventures, using the symbolic lens of play to communicate the garments’ core benefit rather than depicting it literally.
1. H&M Kids – Market Positioning
H&M Kids focuses on affordable, trendy, and sustainable children’s fashion with a strong emphasis on inclusivity and eco-friendly materials. Leveraging a global reach, they blend fashion-forward designs with practicality, appealing to style-conscious parents seeking value and ethical options.
2. KappAhl – Market Positioning
KappAhl positions itself as a family-focused brand offering stylish and durable children’s clothing that balances quality with accessibility. They emphasize sustainable production and comfort, catering to parents who prioritize functional, everyday wear that supports an active childhood.
3. Polarn O. Pyret – Market Positioning
Polarn O. Pyret is known for its high-quality, functional children’s apparel with a strong commitment to sustainability and ethical manufacturing. The brand is recognized for timeless, colorful designs that provide durability and comfort, targeting parents who value longevity and eco-consciousness.
4. Mini Rodini – Market Positioning
Mini Rodini stands out as a premium, eco-conscious children’s fashion brand celebrated for its playful, artistic prints and commitment to organic and recycled materials. The brand appeals to fashion-forward, environmentally aware parents seeking unique, statement pieces with a strong sustainability ethos.
5. Name It (Bestseller Group) – Market Positioning
Name It targets budget-conscious parents by offering trendy, versatile children’s clothing with a focus on comfort and affordability. The brand combines Scandinavian style simplicity with practical designs for everyday wear, emphasizing accessibility without compromising on contemporary aesthetics.
Marketing
Sara Ritzby
Consumer Insight
Sofia Götestam
Director Of Global Marketing
Linda Olsson
Production House
Tarot Pictures, Tickle Film
Director
Sebastian Sandblad
Cinematographer
Stellan Runge
Producer
Daniel Eskils, Ida Larsson
Crew
Olesia Bil
Stills Photographer
Fredrik Bengtsson
Vfx Studio
Acecat VFX
Music
Andreas Pfannenstill
Music Lyrics
Sebastian Sandblad and Andreas Pfannenstill
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Q: What is Made for Play about?
A: Made for Play is a 2024 global campaign created by Lindex and launched in Sweden, centering on the brand’s new communication concept that views the world through children’s eyes. Developed under the creative direction of Martin Cedergren, the campaign positions Lindex’s children’s apparel as enablers of imaginative play and adventure. The central creative idea is to celebrate the limitless playfulness and creativity of childhood, presenting Lindex garments as the perfect companions for kids’ everyday explorations. The campaign’s single media asset visually narrates this philosophy, reinforcing Lindex’s commitment to designing clothing that supports and inspires active, imaginative play.
Q: What creative device does Made for Play use?
A: Made for Play employs FORMAT#9 SYMBOLIZE THE BENEFIT from Clapboard’s 12-format classification system. This creative device uses symbols and exaggerated visuals to represent the positive impact of the product, rather than depicting the garments’ features literally. In this campaign, play itself is used as a symbolic stand-in for the core attributes of Lindex clothing—durability, comfort, and imaginative potential. By anthropomorphizing the garments as “sidekicks” in children’s adventures, the campaign communicates the brand’s benefits through a playful, child-centric lens, aligning the product’s value with the boundless nature of play.
Q: What is the campaign proposition for Made for Play?
A: The campaign proposition for Made for Play positions Lindex as a thoughtful creator of children’s apparel that extends beyond basic functionality to embrace the imaginative spirit of childhood. Targeted at parents who seek both practicality and emotional resonance in their purchases, the campaign asserts that Lindex clothing is designed from a child’s perspective, serving as an active participant in play and adventure. This strategic stance matters in the fashion and apparel market by differentiating Lindex through a dual promise: supporting children’s active lifestyles while nurturing creativity and exploration, thus reinforcing the brand’s relevance to modern families.
Q: How does Made for Play rank in Clapboard's archive?
A: Made for Play holds a Clapboard Campaign Score of 57/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as evaluated by Clapboard’s curatorial standards.
Q: Who are the competitors in Lindex's category?
A: In the children’s fashion and apparel category, Lindex competes with several key brands: H&M Kids is known for affordable, trendy, and sustainable options with a focus on inclusivity; KappAhl offers family-oriented, durable clothing that balances quality and accessibility; Polarn O. Pyret is recognized for high-quality, timeless designs with a strong sustainability commitment; Mini Rodini appeals to eco-conscious parents with premium, artistic pieces and a strong sustainability ethos; and Name It targets budget-conscious families with versatile, comfortable clothing that blends Scandinavian simplicity with everyday practicality.
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