The makeover is part of a brand refresh and extensive campaign featuring TV, online and experiential support.

Simba Smoby appoints Milton Bayer to makeover Steffi Love dolls for 2014

Simba Smoby has appointed creative agency Milton Bayer to give fashion doll Steffi Love a fresh makeover for the New Year.

The makeover will be part of an extensive campaign for the brand in 2014, including TV, online, experiential and PR support.

Milton Bayer boasts great toy industry experience, having partnered with The Entertainer and Mookie, and will now be delivering a new brand look alongside an interactive website for Steffi Love.

"With our history of creative work within the toy sector, we are delighted to be appointed by one of the UK’s fastest growing toy companies to bring the Steffi Love brand up to date," said Ray Wellington, director of strategy at Milton Bayer.

Steffi has enjoyed success in the fashion doll market for 25 years and has seen double digit growth over each of the let three years.

"2014 will be the first time that Steffi Love has been supported with a full range of TV, online, experiential and PR support," Simba Smoby’s marketing and licensing manager, Alex Kovacevic said.

"Combined with the maintenance of our retail price points and offering outstanding margin for the retailer, Steffi will be a must have girls brand next year."

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