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Re-branding creates new “draw” for eatsleepdoodle


For those of us who’ve ever felt like scribbling all over things like our bedding or even our mobile phone cases, the company formerly known as doodle by stitch, re- branded at this year’s Spring Fair. Henceforth to be called eatsleepdoodle, the company offers products – yes including bedding – complete with their own wash-out pens, allowing users to draw on them, then stick it all in the washing machine and start again. The company began with a real light-bulb moment


according to UK designer Chrissie Probert Jones who told GR: “Jotting down some late-night ideas in bed, I thought what fun it would be to use a duvet cover as a giant sketchpad, then wash it clean for my next idea,”


It appears customers and gift show judges agreed. The


first product in the range – the doodle duvet – scooped the Best New Gift award when it launched at Top Drawer Autumn 2010. Next came the doodle kitchen collection – a graph paper


print tablecloth, and file paper print child aprons which became a big Christmas best-seller. Since then the range has expanded into more doodle products for eating, sleeping and living, with placemats, pillowcases, pencilcases, iPad cases and bunting - all of which can be personalised, customised and doodle-ised, then washed and drawn on again. “In a world where we increasingly define ourselves as


individuals – each with our own style – I wanted to give our customers a range of contemporary interior products that would enable them to design their own spaces, and bring fun, style and versatility into their everyday surroundings,” Chrissie said. Who is the typical customer? Chrissie explains: “As kids


and teenagers, we doodled everything we owned. eatsleepdoodle’s mission is to inspire people of all ages to doodle and especially to help the grown-ups rediscover the joy of doodling. “Our typical customers are, in the very broadest sense,


people who want to stand out from the crowd by making their own design-doodle statements, people who are creative, and people who want to encourage creativity in others. “Perhaps the most natural heartland for eatsleepdoodle


products is the museum or gallery shop, where visitors are looking for gifts which are both creative and unique. No wonder, then, that eatsleepdoodle counts all the major London galleries among its major customers.”


May / June 2015 Giftware Review & Home Interiors 59


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