New crafting toy bolstered with retail demo tour this week, plus heavyweight TV campaign.

Mattel launches AmiGami marketing drive

Mattel has kicked off the marketing campaign for its new crafting toy AmiGami.

Capturing the current crafting trend, AmiGami allows children to express their individuality by creating a unique creation that they can share with their friends and even the world, according to the firm.

Everything needed to create AmiGami is included in the pack: an AmiGami animal figure ready to decorate with special AmiGami paper parts.

Each paper part is easily attached with a jewel pin and comes with lots of fun, bright, colourful tails and wings along with reusable stickers including eyes, jewelry, glasses and so much more allowing children to create their own unique characters.

The launch campaign includes an AmiGami YouTube channel ( where ‘how to’ videos demonstrate lots of different creative ideas plus an Instagram page ( to share and celebrate AmiGami creations.

Consumers can also tag their creation with the hashtag #AmiGami. Key YouTube influencers are also supporting the brand demonstrating its unique features on their popular channels.

Top vlogger influencer Vania Fernandes, who has over 177,132 subscribers, launched the range.

The campaign has also included a covermount sampling with Girl Talk magazine plus an extensive social media campaign with vlogger and bloggers demonstrating the range and building their own unique AmiGami figures.

The brand will also be supported with an extensive retailer demonstration tour during February half term (from February 14th) which will be visiting two key London locations: Westfield Shepherds Bush and Westfield Stratford.

A heavyweight TV campaign will also run from February 14th to 22nd.

The full product range includes five price points that offer collectability and extended play patterns: Mini AmiGami Figures (£4.99), Figures (£9.99), Tool Set (£15.99) and AmiGami House Play-set (£15.99).

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