Polly Pocket has made her return known thanks to the launch of a new animated TV series across the leading kids’ channel POP this week.
Mattel has re-introduced the hit 90s brand with a new look and ethos, supported through its partnership with DHX Media on the new animated series.
The animated adventure follows Polly Pocket, an 11 year old who is told she is ‘too little’ to do the things she wants to. However, Polly proves what every kid already knows, that being little isn’t a limitation.
When she inherits a magical heirloom locket that allows her to shrink to four inches tall, she finds a new world of adventures ahead of her.
Mattel has launched a new toy range that sees Polly return to her one-inch scale that drove her into popularity on the 90s. The new range includes two different sized compact worlds, miniatures compacts with the Polly Pocket Tiny Pocket World and a larger scale compact with the Polly Pocket Big Pocket World.
Each compact comes complete with a fun theme, surprise elements with secret reveals, three accessories and a micro figure.
Polly Pocket toys launched earlier in August with a capsule fashion collaboration Polly Pocket x Mimi Wade, sold exclusively in Selfridges and with a launch attended by lady Amelia Windsor and Adwoa Aboah.
Further marketing initiatives include retail activations, a new Popjam channel, a mum-targeted social media plan, YouTube pre-roll campaign, and more.