Girls toys will be TV-advertised; "There is certainly a lot of interest around this growing cultural phenomenon," says supplier.

New Spin Master small doll property taps into Japanese craze Kawaii

Spin Master is launching a fresh line of toys inspired by the growing Japan-inspired ‘Kawaii’ fashion/culture trend.

Kawaii Crush is a new collectable small doll property which embraces the trendy Kawaii style and combines it with doll features, targeting girls. It launches in July.

A TV campaign will advertise the range, "online entertainment" launches this autumn, and a targeted PR campaign will promote the brand with girls until Christmas. 

"The Japanese culture of ‘Kawaii’ has exploded in the UK and Spin Master’s new property Kawaii Crush is going to be part of the hottest trend for girls this year," read a Spin Master statement.

"Many national newspapers [like The Sun and The Independent href=”"] have been reporting on the trend that has already taken over the British followers of fashion and with the Hyper Japan event about to hit London at the end of July, there is certainly a lot of interest around this growing cultural phenomenon."

Kawaii is a Japanese adjective that means "cute” or “loveable”. 

Kawaii Crush is all about "expressing love for different things (like ‘I heart pandas’, ‘I heart bows…’)".

"The range has a theme to suit every girl, the first being the Cuddly Pet Collection available in July," read a statement.

"Each of these eight unique dolls has a cute pet crush and comes with changeable fashions, an adorable pet and a matching pet outfit. Additional doll themes and playsets including the Hyper Happy Mall, Mini Shop Playsets in sunglasses and candy crushes, Day & Night sleepover gift pack, Large Doll and Custom Car which will all be available for kids to immerse themselves in the lifestyle of Kawaii. Online entertainment also launches this autumn to help to expand the world of Kawaii Crush." 

For more information, call Spin Master on 01628 535000 or visit

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