The partnership was brought to life on Tiana’s channel and encourages kids to celebrate friendship.
Mattel has partnered with Tiana Toys AndMe to honour the YouTube influencer with a one-of-a-kind doll to celebrate the launch of the new animal-themed doll line Enchantimals.
“We couldn’t wait to create Tiana in miniature as an Enchantimals doll, honouring Tiana as a special member of the Enchantimals world," commented Wendy Hill, brand activation director, Mattel UK, "and of course to create her own animal bestie! Tiana’s enthusiasm and excitement for her special doll and the new range helps bring the brand to life in a magical way for kids.”
The partnership was launched with Tiana embarking on a giant egg hunt in a forest where she discovered her personalised doll. This one of a kind doll comes with its own furry bunny friend to accompany the doll. The whimsical small 6-inch Tiana doll has rooted hair much like the YouTube star herself, and was presented in its own unique Enchantimals Box. Tiana’s video unveiling the first ever doll has been viewed almost one million times.
Continuing the momentum of the Enchantimals launch, Toys AndMe released a YouTube video unboxing and unveiling the new Enchantimals and features core characters Felicity Fox and Flick, Bree Bunny and Twist, Patter Peacock and Flap, Sage Skunk and Caper along with a host of other animal-inspired friends from the range.
The exciting new range is further supported by a YouTube, Instagram and PopJam account as well as www.enchantimals.com allowing kids to follow along on the Enchantimals journey. Enchantimals is supported with an extensive marketing and retail programme including TV spots, Digital, PR, events, influencer partnerships and girls press partnerships.