Tura adds “Just Kidding,” a kids’ collection to its Ted Baker Eyewear line. Included are eight boys, girls and unisex styles. Sized just for kids, the eyewear takes its direction from adult designs and features retro inspirations with contemporary flair. Included are metals and acetates with such details as signature bows, keyhole and saddle bridges, pin hinges and racing stripes. All frames are equipped with spring hinges. Shapes range from cateye and preppy designs to rectangles in bright, playful shades such as red and blue as well as tortoise.

Photographed by The Studio at Jobson

PHILOSOPHY: "The Ted Baker ‘Just Kidding’ collection has mischief and humor, but it also celebrates individuality,” say Tura vice president of brand management Jennifer Coppel. “The new styles are bold, hip and tailored.”

MARKETING: A countercard featuring Ted Baker “Just Kidding” 908 Sloane Square in three colors is available. Each frame comes with a colorful hard case and cleaning cloth.


CONTACT: For additional information, contact Tura, (800) 242-8872;
website: tura.com

Known as the quintessentially British brand, Ted Baker Eyewear is best described as quirky, yet commercial with high quality design and detailing. The new “Just Kidding” collection is ideal for customers who want fashion-forward kids’ eyewear without the luxury price tag.