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Barbie partners with Zara Barbie has launched a new clothing collection with international fashion company Zara, marking the first time the two brands have come together on a complete bespoke collaboration. The partnership includes a product and digital-led campaign, featuring an eight-piece female activewear range including a hoodie, jogging trousers, long sleeve top, t-shirts, shorts and swimwear. A limited edition of two Barbie dolls will also be sold on Zara online. Each doll wears statement activewear stamped with ‘Zara Barbie 1959’ comprising an oversized-hoodie paired with joggers. Both dolls are fully articulated and include stands. All proceeds from sales will be going to the Spanish charity Entreculturas. The new collection follows on from a Barbie line launched in summer 2020 that included a range of colourful printed t-shirts and bodysuits that leaned on the heritage of Barbie and its logo aesthetic. These products were exceptionally well received, and the partnership aims to build on this success.
Playmobil introduces indie loyalty scheme Toy brand Playmobil has introduced a loyalty programme to support independent retailers. Under the initiative, customers collect stickers with every brand purchase, which they can exchange for a gift from Playmobil. Customers collect one sticker per £10 spent on Playmobil playsets. Once five stickers have been collected, they receive two free Playmo-Friends figures. The scheme runs to 31 December for independent retailers with bricksand-mortar stores. For details on how to opt in and for further information, contact your sales representative. Playmobil marketing communications manager Adam Moore said: “We are really excited to bring back the loyalty scheme to independent retailers, and reward customers for their love of the brand.” 14
Moonpig presses play on gaming offer Online greeting card and gifting platform Moonpig has moved into the gaming space with the intention of becoming the ‘Home of Gaming’ for birthdays. Moonpig’s offer is designed for friends and family to level up when faced with the challenge of a gamer’s birthday. The range is built on licensing partnerships with brands such as Nintendo, Pokémon, Sonic the Hedgehog, SEGA, Warhammer and Marvel Gameverse, but the retailer is actively recruiting more gaming brands to fulfil its vision of becoming the ‘ultimate gifting companion’. Moonpig commercial director David Rimmer said: “Gaming represents a huge opportunity for us, and with incredible household brands like Nintendo on board, we’ve only just begun the journey to become the ultimate destination for birthday presents for every gaming fan. Our ambition is to have a brilliant range of cards that fans can’t find anywhere else and offer matching gifts for the perfect bundle.”
Asmodee launches campaign for indies Asmodee is supporting independent retailers with a nationwide ‘Love Your Game Store’ campaign. Until 31 May, anyone who makes an in-person purchase in a participating independent retailer can enter a random draw, from which one lucky winner will receive a £1,000 cash prize. A further 10 lucky winners will bag £50 of store credit for the retailer from which they made their purchase. A draw will also be made for each participating retailer, offering one customer from each store a selection of free board games. Asmodee hobby & independent channel director Roger Martin said: “Independent hobby retailers have been, and always will be, vital to our business - and we are determined to help them hit the ground running as non-essential retail reopens. They are also beloved community hubs for their customers, who we know will be just as pleased as we are by the opportunity to show their support after the challenges of multiple lockdowns.”
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