Mattel enters the collectables market with Cloudees launch

Mattel has entered the collectables market for 2020 with the introduction of its innovative new Cloudees brand, a surprise pet character hidden in the cosy depths of a soft and fluffy cloud.

Designed to bring together all of the most popular trends in the girls’ collectables space, including unboxing, surprise elements, water transformation, magical animals and mix and match accessories, the range comes with 28 different, little and large pets to collect.

New waves will be dropping throughout the year.

Cloudees works by adding water to the large cloud case. Kids then shake it up to create a soft, fluffy cloud inside, which will in turn reveal the Cloudees characters and the six surprises inside. The brand has fun and quirky weather themes, fantastical creatures like unicorns, sloths, poodles and llamas, realistic hair, a keepsake case and a truly unique “shake” feature to reveal the cloud surprise.

Cloudees will launch with a 360-degree marketing plan that includes a comprehensive TV campaign, top tier influencers, digital & PR.

Featured pets will hail from seven different weather-themed lands, Raindrop Village, Stormyville, Sunnyland, Starry Way, Rainbow Point, Snowflake Hills and Windy Way. Kids will be able to collect characters like Breezy Koala, Frolicking Unicorn, Prancy Poodle, Dapper Sloth, as well as trying to find the rare characters which can be seen on the collector’s sheet that is included.

Each character comes with accessories including a fluffy attachable cloud tail, two storytelling accessories and a key chain. The lid of the cloud case works as a base, allowing kids to proudly display their pet.

Cloudees will launch with two different scales, for every Cloudees pets there’s a matching Cloudees Minis pet, with 28 to collect in series one wave one, and new waves regularly to encourage collectability.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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