Already a sector leader, Mattel is continuing to grow the Polly Pocket licensing and merchandising programme, signing up deals with nightwear specialist Aykroyd's and publisher Pedigree Books.

Launching in Mothercare, the Polly Pocket pyjama set will feature a secret pocket, which can be lifted to reveal Polly and friends. Meanwhile, September will see the launch of the first Polly Pocket annual from Pedigree, comprising 64 pages of stories and activities.

The new tie-ups follow on from last year's announcement of a partnership with Mr Lucky Bags, extending Polly's reach into the greetings and stationery category. Launching in Woolworths in September, Polly Pocket's Surprise Pockets are tailor-made by the company and include specially designed gifts.

"Polly shows no signs of slowing down," said Mattel Brands Consumer Products country manager, Clare Piggott. "She continues to grow both her licensed portfolio and her toy range and these cohesive partnerships have proved her to be a major force in the industry."

The Polly Pocket toy car line recently launched after being two years in the making and is apparently proving so successful that stock is in short supply. The brand's website - pollypocket.com - has also been refreshed and now features an interactive format where girls can can accrue points for watching adverts and playing games, as well as being able to unlock additional bonus features online.

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