The Partnership's flurry with Ladybird, 1962-1977

A page from a Ladybird Catelogue at Daniel Neal Bournemouth
A page from a Ladybird Catelogue at Daniel Neal Bournemouth

Formation of a family favourite

Johan George Pasold established a knitting and weaving business in Czechoslovakia. Through years of hard work and adopting the very latest technology of the time, Ladybird became an international brand, and a particular favourite of British schoolchildren. Subsequent Pasold generations grew the brand to the point where a second factory became necessary. Langley, England was chosen as the factory’s destination, a sensible decision indeed as the World propelled itself for another World War.

Time to change

It was in the post-war years England’s fascination with Ladybird exploded. Initial contracts with chain stores such as F.W Woolworths and British Home Stores continued the brand’s prosperity, but it also revealed to the company a chink in their own armour. These chain stores sold Ladybird products under their own brand name, and seemed against changing this. No store had ever stocked the complete ladybird range. As a result Pasold directors began to redress the imbalance. Through independent retailers, shop’s devoted to entirely to the ladybird brand appeared.


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