NEWS
Mattel launches fantasy themed dolls
Character Options puts on a show with GLO-Up Girls Character Options The A/W21 collection of is gearing up for the Character Option’s Little summer launch of fashion Live Pets has an extended doll line Glo-Up Girls. The and refreshed line-up, which range goes on sale from will be supported with August with the support the firm’s most ambitious of a live-action YouTube marketing campaign for the series, a social media interactive pet brand to date. content house, and influencer partnerships. Retailers can look forward to Inspired by the the launch of Gotta Go Turdle #GlowUp trend - a - a singing, eating, pooping hashtag with more than turtle - and My Pet Pig 28 billion video views Piggly the walking pig, who on TikTok - Glo-Up Girls wiggles his nose and makes dolls feature elevated adorable piggy noises, plus styling and offer the Lil’ Hamsters. full ‘Glo-Up’ experience The range benefits from a including spa, nails, hair, high-impact marketing drive, makeup and fashion wherein TV remains key choices. Each doll comes across children’s channels, in stylish pyjamas and underpinned with YouTube 25-plus surprises to give pre-roll activity. From now the character a total Glountil Christmas, Character Up. A real face mask is Options is adopting an also included so the child always-on digital strategy can get involved with the for the brand and ensuring Glo Up process. celebrity product placement Kathryn Ludlum, brand and activity on social media manager at Character platforms such as TikTok. Options, said: “Our aim for Glo-Up Girls is to build on what we delivered for InstaGlam in 2020, with dedicated advertising, as well as integration within the ongoing activity for the InstaGlam brand as a whole. This includes TV, multi-tiered influencer support with celebrity endorsement, YouTube pre-roll, and more. Plus, with the UK and US launches set to coincide, our plans will be fully intertwined with the huge marketing campaign that’s running in the US.” 6
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Mattel’s new launch in the nurturing doll category, My Garden Baby, offers classic baby doll play in a fantastical way. My Garden Baby introduces diverse dolls, new colourways and butterfly babies, encouraging kids to cultivate an appreciation for nature and the world around them. The range includes the My Garden Baby Feed and Change doll assortment (aged three years-plus), which is a fantasy-themed baby doll with a drink-towet feature, reusable nappy, removable clothes, and wings - and the packaging also becomes a crib. The Berry Hungry Baby Butterfly Assortment (aged two years-plus) offers a colour-change feature, detachable wings for dress-up play, and scented hair. For younger fans, the My First Baby Butterfly Assortment (aged 18 months) have soft bodies and plush wings that fold into swaddles.
Industry rises to Toy Trust challenge The toy industry’s charity The Toy Trust has reported that a mammoth 26,425km was covered during last month’s Around the World in 80 Hours fundraising event. Starting at 9am on 11 June, the toy industry was invited to participate in an attempt to circumnavigate the globe (40,075km) in 80 hours. The distances could be covered through any activity that was non-motorised. More than 375 individuals representing manufacturers, retailers and licensors, ran, walked, swam, cycled, walked while hula hooping, paddle-boarded, kayaked and rode on horseback. The distance covered did not manage to circumnavigate the entire globe but did cover all land mass on Earth joined together (with no oceans included). The event is expected to raise in excess of £20,000 for the Toy Trust, which will go on to support two UK-based children’s charities - myAFK and HCAG – which both provide specialist mobility equipment for children. Toy Trust Committee chairman Graham Canning said: “This year’s event was like no other, and while we were not able to gather together to take on the challenge in one place, I’m so proud of the efforts of everyone from across the toy industry in getting involved. Thank you to everyone.’’
toysnplaythings.media 06/07/2021 19:39
