New collection of fantasy-themed dolls will be backed by a 360-degree marketing plan by the company.
Mattel has unveiled a new launch in the nurturing doll category – with My Garden Baby aiming to offer classic baby doll play, while also encouraging preschoolers to cultivate an appreciation for nature and the world around them.
The range includes My Garden Baby Feed and Change doll assortment (3+) which is a fantasy-themed baby doll with drink to wet feature, reusable nappy, removable clothes and wings, while the packaging also becomes a crib.
In addition, the Berry Hungry Baby Butterfly assortment (2+) has a colour change feature, detachable wings for dress-up play and scented hair, while the My First Baby Butterfly assortment (18 months+) have soft bodies and plush wings that fold into swaddles.
Mattel will launch the new dolls with a 360-degree marketing plan, including extensive TV and BVOD advertising, sponsorship, E-CRM, retailer competitions and influencer activations that will aim to bring the magic of My Garden Baby to life. The company’s strategic launch into nurturing dolls will have activations running from June through until the peak Q4 selling period, with expansions planned for 2022.
“We are really excited to be launching My Garden Baby; it’s an exciting and fresh new addition to the nurturing doll aisle, whilst expanding our offering in the broader dolls category,” commented Kelly Philp, marketing director at Mattel UK.
