Character-led backpacks, trolley bags, lunch essentials, footwear and school-ready fashion give children more ways to begin the year feeling like themselves
August 17, Dubai, UAE: REDTAG, the Middle East’s leading value-fashion and homeware brand, has launched its GCC-wide Back-to-School campaign, “Ready, Set, School!”.
The first day back is often remembered through the smallest details – a new backpack waiting by the door, shoes that have not yet collected a single mark, and the excitement of carrying a favourite character into the classroom. REDTAG’s 2026 Back-to-School collection is built around those moments.
The campaign spans everything a family needs for the new term, from classroom uniforms and everyday school wear to the backpacks, lunchboxes and water bottles that go with them. Apparel for girls and boys is grouped alongside school essentials, so parents can outfit children across ages and stages in a single trip.
At the centre of the collection is a wide selection of backpacks and trolley bags, ranging from coordinated 5-in-1 sets for younger children to cleaner, more understated styles for older students. The designs balance practical storage and everyday comfort with the one detail children often care about most – whether the bag feels like theirs.
That sense of personality runs through REDTAG’s largest character line-up for the season. Children can choose from Hello Kitty and Kuromi, step into adventure with Spider-Man, Sonic and Batman, or carry favourites including Stitch, Frozen, Naruto, Paw Patrol and Dragon Ball. Disney designs and football-club graphics extend the choice further, with characters featured across backpacks, trolley bags, lunch boxes, bottles, stationery and selected apparel.
Children can build a coordinated school set around the worlds they already love, from backpack to tiffin box to water bottle. A favourite character can travel from backpack to tiffin box and water bottle, turning practical everyday items into something children feel proud to use.
The “Classroom Ready” range covers the foundations of the school wardrobe. Polo dresses, pintuck shirts and tailored trousers sit alongside t-shirts, leggings and footwear, available across a wide palette that runs from crisp whites and navy through to pastels and brighter tones. The pieces are built to hold up through a full school day, without asking children to sacrifice comfort for polish.
The range also includes school-ready footwear, with comfortable options created for long days and active routines. Apparel plays a supporting role through practical outfits for girls and boys, from dresses and shirts to trousers, T-shirts, leggings and co-ordinated sets suited to classroom and after-school wear.
“A new school year is a meaningful moment for children. They are returning to friends, new routines and new experiences, and even a small choice such as their backpack or favourite character can help them feel more confident about that transition. Parents, meanwhile, are looking for products that are practical, reliable and sensibly priced. This collection brings both needs together. It gives children the freedom to choose what feels right for them, while giving families the convenience and accessible value they need when preparing for the year ahead.” said Shehbaz Shaikh, Chief Operating Officer, REDTAG.
REDTAG will also bring the season to life through selected mall activations, where children can add their mark to a life-size canvas, capture the first-day excitement at a themed photo booth and join games created around the Back-to-School experience. The Back-to-School collection will be available across REDTAG stores and online at redtagfashion.com.
About REDTAG
REDTAG, a BMA International company, was launched in 2006 as a value-driven fashion and homeware brand with a vision to deliver high-quality, affordable lifestyle products for families. Since opening its first store in Abu Dhabi, REDTAG has rapidly grown to over 225 stores across the Middle East and Asia, achieving consistent double-digit annual growth. With 365 days of value, REDTAG has become a trusted destination for millions of families, offering a wide variety of fashion and homeware at unbeatable prices. The brand takes pride in its customer-first approach delivering enjoyable in-store experiences, seamless online interactions, and adapting global trends to local sensibilities. Its stringent quality standards, accessible pricing, and wide range of sizes, shapes, and styles make it the first choice for value-conscious shoppers. REDTAG’s highly successful RT Rewards loyalty program boasts over 10 million members, with most transactions coming from repeat customers. Recognized for excellence, the brand was named ‘Retail Brand of the Year 2025’ at the Big Box UAE Awards, and ‘Most Admired Customer Service Initiative’ and ‘Most Admired Value Retailer’ at the 2023 RetailME Awards. Looking ahead, REDTAG has ambitious expansion plans across malls and high streets in the MENA region, with the goal of cementing its position as the leading value fashion and lifestyle retailer.
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