64 SECTOR GUIDE GIRLS MATTEL
From Barbie, to Monster High and Fijit Friends, Mattel’s girls brands will continue to grow throughout 2012. For Barbie a 360-degree communications programme with the tagline: ‘Wow, see what happens when you play with Barbie’ – will be realised through a full-year TV and cinema campaign, experiential marketing and product launches including the Barbie Photo Fashion Doll and Barbie Ultimate Closet, an extendable wardrobe filled with
fashions.There will also be a number of entertainment launches with The Princess & The Pop Star in cinemas and on DVD, while digital series, Barbie Life in the Dreamhouse launches on
www.barbie.co.uk/dreamhouse. An on-pack partnership with Royal Caribbean Cruises supports Barbie Family products, including Barbie Sisters Cruise Ship. The career themed line, Barbie I Can Be, refreshes with new careers including a sport themed range featuring Barbie I Can Be… Swim Champion. Monster High is now the number two
UK fashion doll property, while the Core Doll Assortment is the number one best-selling fashion doll (NPD February 2012 YTD).Launching in October, from Universal, is Monster High Ghouls Rule!, the first DVD, which will be supported by experiential events, digital marketing and a Halloween Doll Assortment. The Monster High Create A Monster Design Lab also taps into fashion and customisation play and will
JAKKS PACIFIC
Winx Club is an animated fantasy series that follows Bloom, Stella, Flora, Musa, Tecna and Aisha – students enrolled in the fairy school Alfea College. The Winx Club transform into fairies who use magical powers to fight villains and save the world. Music and fashion is
core to the toy line, with accessories and outfits rolled out into many waves and themes of dolls. This is expressed in three TV ads, with a first season campaign of 1,000 TVRs starting in August. PR will be provisioned for, with wide girl print and online coverage, plus events and competitions. The 11.5-inch Basic Fashion Dolls
feature the Winx Club girls in two collections: Concert and Everyday. The 11.5-inch Deluxe Fashion Dolls feature deluxe outfits and hinged wings. The Winx Club Rock Concert Stage comes with music, sounds and a Bloom doll and will also be TV supported. The Magic Wing Bloom Feature Doll allows girls to be in control of a transformation. When Bloom is placed in the station girls slide the lever to see lights, hear a song and see Bloom spin and transform. The Winx Club 3.75-inch Action Dolls are available in Believix and Concert
JUNE 2012
refreshed website, www.pollypocket
bestdayever.co.uk has fun and advice for girls and mums and a range of products including the Stick n Play play-sets and the new Flip n Fun Hotel. To coincide
with the release of
Disney/Pixar's Brave, Mattel will launch a feature doll based on the film’s heroine, Merida.
Magical dolls and play-sets will celebrate the DVD release of Cinderella Diamond Edition and core Disney Princess dolls and play-sets continue, while MagiClip dolls and castles bring new features to the small doll category. Fijit Friends are joined by the pint-
sized, singing Fijit Friends Newbies and Fijit Yippits, dynamic dancing pets. Password Journal has a new,
refreshed look and TV advertising support for this year.
01344 638900 01628 500 000
be a key line for the Christmas period. Polly Pocket’s
HASBRO
This year, Hasbro’s FurReal Friends brand celebrates ten years of bringing the animal kingdom to life with sophisticated plush electronic toys. New to the FurReal Friends family this autumn is Bouncy, My Happy- To-See-Me Pup. Featuring light-sensor technology, Bouncy recognises when children are near and will jump in circles, barking and yipping. FurReal Friends also introduces Dizzy Dancers and puts a new spin on fantasy pet play with twirling, dancing pets. Pull the dizzy cord to set the pets in motion and watch as they spin and dance. Each Dizzy Dancer pet comes with a spinning base, dizzy cord and a twistin’ trick card that challenges girls to complete tricks with their pets. There are over 50 Dizzy Dancers to collect this year, and girls can change the top and bottom of any pet to create a custom
TOMY
Tomy has added Teacup Piggies Piglets to its offering. The interactive Piglets oink and giggle when their noses are pressed, and say ‘thank you’ when fed from their bottle. There are six available. The Teacup Piggies Piglets Bedtime Set features two Piglets in a bedtime basket, each with a teacup to sit in, and a bottle and bib for feeds. The original Teacup Piggies also continue, each with birth certificate, bottle and teacup. The Piggies chatter and giggle with over 25 phrases. Tomy’s miniature doll range, Pinypon, is built around collectable, interchangeable dolls – with accessories, pets and play-sets also available. Girls can start their collection from £3.99 for a doll, available in eight versions, each with her own style. Girls can swap hairstyles, expressions, torsos, feet and accessories to create a different doll.
020 8569 1234
collection of their own. My Little Pony Friendship is Magic animated series launches this year and the
brand celebrates the My Little Pony wedding in the autumn, when Princess Cadance marries her groom Shining Armour. Hasbro will be supporting the My Little Pony wedding with a marketing and PR campaign, including an exclusive wedding event where fans can be a guest at the wedding. Finally, Hasbro will be relaunching Furby this autumn.
020 8722 7300
Larger Pinypon play-sets include the Pinypon Car with Doll, featuring a picnic hamper with miniature cutlery, the Pinypon Campervan, with one doll and pet, holiday-themed accessories including deck chairs, surfboard and water feature. Top of the range is the Pinypon Apartment, which opens out to reveal a bedroom, TV lounge, kitchen, hammock and a roof terrace.
Harumika’s simple wrap and style technique enables girls to create personalised outfits without the need for any gluing, sewing or cutting.
themes. The Action Dolls are made to play with on the Frutti Music Bar Play-set. The Winx Club Dance Mat features
three songs. The Winx Club Rock Star Guitar has light-up strings. The Winx Club Rock Star Microphone has songs built in, or can be plugged into an MP3 player. The Winx Club Believix Dress
Assortment comes in a range of styles. The Winx Club Sparkling Wings Assortment feature deluxe Believix wing designs with prints signature to Bloom, Stella and Flora. The Transforming Tutu Assortment changes from skirt into tutu with wings and also comes in four styles.
BANDAI 08456 028782 New to Harumika this year is a
refreshed assortment of Style Starter and Designer Dress Form sets, which include brightly coloured dress forms and new fabrics and accessories. A new Style Studio carry case in a bright pink colour has also been introduced, so that girls can store all their Harumika bits and pieces and take them everywhere. For designers interested in making more sophisticated dresses they can also choose from the Party Dress and Evening Gown Sets with extra skirt attachments, as well as the new Pop Diva set, which launches this summer.
Bandai is supporting Harumika with extensive TV advertising, consumer press activity and in- store demonstrations.
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