Anya Hindmarch, Mr. Potato Head Launch Capsule Collection

Hasbro and luxury fashion label, Anya Hindmarch, have announced a collaboration to launch the Anya Hindmarch x Mr. Potato Head capsule collection. The eight-piece capsule collection of small leather goods spotlights Mr. Potato Head in his classic Derby hat, mustache and bright red nose. The collection is available now at Anya Hindmarch, Net-a-Porter and Matches.

The collection is made up of items for men and women crafted from textured leather and other high-quality materials for a luxurious nod to the childhood staple. The ranges include:

Hindmarch founded her business in London in 1987, and it has grown into a global brand known for its luxury, organization-obsessed accessories, groundbreaking work in sustainability and playful, experiential retail concepts.

“A true pop culture icon with fans across generations, it’s important to us to keep joy at the center of all we do with Mr. Potato Head,” says Marianne James, vice president, EMEA and Asia, licensed consumer products, Hasbro. “This collaboration aligns perfectly with our north star Blueprint 2.0 strategy, allowing us to bring the brand to life for fans with Anya’s distinctly fun, lively and sustainable vision.”

Related:Hasbro: A Blueprint for Transformation

For 65 years, Mr. Potato Head has evolved to reflect the play patterns and values of today’s kids and families. The character has a long history of changing with the times, from surrendering his pipe as part of the Great American Smokeout in 1987, to giving up his “couch potato” lifestyle and receiving a Presidential Sports Award from the President’s Council on Physical Fitness and Sports in 1992, and more recently receiving a makeover and sprouting new legs in 2011.