Just Play/Flair are celebrating the launch of the new fashion doll brand, Hairdorables, having already seen "strong sales at retail".
Product launched in the UK on 17 August, after a two-week pre-awareness campaign driven by a dedicated Hairdorables PopJam channel, impactful social media posts and unboxing videos.
Hairdorables combines fashion with colourful hair as each doll package is a surprise that encourages kids to pull, peel and reveal 11 accessories and fashions that unwrap the personality, style and talent of the Hairdorables figure.
There are 12 unique characters, and 36 dolls with mix-m-match outfits and accessories to collect.
Digital activities have been key to Just Play/Flair’s marketing plans for the brand and the launch was also supported by heavyweight TV, & YouTube pre-roll campaigns.
Meanwhile, Hairdorables Salon events organised in the North and South of the UK on the last weekend of the summer holidays saw pop-up hair salons in stores.
The Hairdorables Salon events at Smyths Toys Superstores and The Entertainer stores in Westfield and Merseyside saw hundreds of girls (and boys) dress up as their favourite Hairdorables character.
Colourful wigs, hair chalks, face paints and accessories were all part of the entertainment before entering the Hairdorables photo booth for a quick snap. A pre-event exclusive breakfast with bloggers and micro influencers, at both locations, kicked off the day ensuring strong social media activity at each venue.
Jo Richards, brand manager for Just Play/Flair, commented: “Our Hairdorables launch has been sensational and early indications are really positive with the opening weeks of sales being really strong.
"There’s plenty more to come, it’s a very exciting time for Just Play /Flair and we look forward to the months ahead as the brand develops.”