Successful licensing begins with innovation, continues with collaboration, and ends with amazing sales! All these elements were present in a recent campaign initiated by Sunny Side Up.

Sunny Side Up Consulting's Musical Jumpers in Primark

The Idea

A conversation with the Licensing Co-ordinator at Primark led to two musical Christmas jumpers: Santa Baby and I Wish It Could Be Christmas Every Day being commissioned for Christmas 2018.

Adored by fashion fans and value seekers alike, Primark is widely established as the destination store for keeping up with the latest looks without breaking the bank. 


A diverse range of products, stocking everything from baby and kids, to womens, mens, home ware, accessories, beauty products and confectionery: Primark opened its first store in Dublin in 1969 under the name Penneys. Today, Primark operates over 350 stores in eleven countries across Europe and America – 174 stores are in the UK.

Now, jumpers at Christmas are nothing new – remember Mark Darcy’s reindeer jumper in Bridget Jones’s Diary? Since then, it’s become a big market in the UK, with shops selling them for anything from £10 to more than £100.

When it comes to Christmas jumpers, Primark hits the nail on the head every year. From funny, novelty sweaters to wintery knits you can wear all-season-long.

Sunny Side Up – Officially Licensed Lyrics

Sold Out in Three Weeks

  • 30,000+ likes on Instagram
  • 36,000 jumpers sold

These musical Christmas jumpers certainly hit a sweet spot, selling out in three weeks. Discussions for a follow up campaign are already underway for Christmas 2019. And, with access to millions of songs, Sunny Side Up are sure to have Primark customers rockin’ around their Christmas Trees for a good while yet.