The company has confirmed an agreement with Huw to produce Huw’s Nursery branded gardening kits.

Huw created his own YouTube channel Huw’s Nursery in 2011, and since then he has amassed over 80,000 subscribers and had over 20m views online. His YouTube success has been picked up by the national media and he has featured in every major newspaper and online news platform. This May he was featured on the BBC’s One Show.

Nathaniel Southworth, MD, Kids@Play, commented: “The minute I read his story and then watched a video I knew he was a star. The media have dubbed him ‘the new Alan Titchmarsh’, but he is more than that because he has created the media channel as well. His social media figures are akin to the like of Gardener’s World, which has 2.7m weekly viewers on BBC2. I think he is more the ‘Golden Balls of Gardening’. His message is absolutely on trend and Huw has bridged a generational gap with the work he has already done. His key demographic of 25-44 years old is ideal for families who want to experiment with growing their own vegetables together.”

Huw Richards added: “When I spoke to Nat on the phone he just got what I was trying to do and said Kids@Play would love to work with me on some products. 2018 has been an amazing year for Huw’s Nursery and I am now in discussions about my own TV series and a book deal, and I am thrilled Kids@Play will create products for us that will encourage kids to give growing food a go.”

Product development is well under way, with the aim to have the first kit available at retail before spring 2019. Price points are expected to start at £16.99.