Britain's #1 Kids' Brand Hype Has Landed in the GCC, Just in Time for Back-to-School

If your tween has firmly outgrown character backpacks but still wants something with actual personality, this one's timely. Hype, the UK's leading kids' lifestyle brand, has officially launched across the GCC with its Back-to-School 2026 collection - and it's aimed squarely at the 8-to-12 crowd who now treat their school bag as an outfit choice, not an afterthought.

Built on 14+ years of bold prints, vibrant colourways and trend-led design, Hype fills a real gap for kids who want fashion-forward over novelty. The collection features coordinated matching sets - backpacks paired with lunch bags, water bottles and pencil cases - plus a nice touch: some backpacks come with an exclusive collectible charm for that first-day personalisation.

"Today's tweens are more confident than ever in expressing their own style," says Melozina Moithooty, COO of Hype MENA, "and they're looking for products that reflect who they are."

Distributed regionally by Mapyr, the collection is available now from AED 55 at Lifestyle, Virgin Megastore, Mumzworld, FirstCry, 6thStreet, Noon, Amazon and other regional retailers across the UAE, Qatar, Oman and Kuwait.