IMC Toys is confident that its newest launch – a range of mermaid collectables called Shellies – will be nothing short of “an absolute success” for 2020.
The miniature mermaid collectables were revealed at London Toy Fair in January where they reportedly received ‘a great response from customers’. Following on from the success of the Bloopies Mermaids, the Shellies fit under the well-established Bloopies brand.
IMC Toys are looking to strengthen and grow the brand with this new addition in 2020.
Bloopies Shellies take the unboxing trend underwater. When the shell is placed under water, the shell opens and reveals a character inside. Each character has its own six personalised accessories. The doll also comes with a treasure map which is used to release the pearl hidden inside the shell.
There are 12 Shellies to collect including one rare and one ultra-rare. The shell itself comes with a chain, so once opened, it can be used as a bag for kids.
Bloopies Divers, Mermaids and Shellies have kicked off an animated series on YouTube which follows the characters on their adventures. The first season consists of 13 x five-minute episodes which has achieved more than 1 million views worldwide in under one month.
The Shellies digital launch will come hand in hand with paid influencer campaigns, giveaway collaborations and dedicated social media channels.
This will be supported with a strong digital campaign with 3.5 million views in Q1’20, reaching 43 per cent of kids and broadcasted on Ketchup TV.
The Shellies retail launch will be supported by extensive retailer marketing activations and a strong TV campaign. TV is scheduled to run the whole year, starting in early February.
Sue Barratt, country manager of IMC Toys UK, said: “As a business that is fully focused on kids play and development, the unique design and content behind Shellies creates endless possibilities of self-development and imaginative play.
“Staying ahead of what works at retail and with the positive reaction at Hong Kong, London and Nuremberg Toy fairs, we are convinced that Bloopies Shellies will be an absolute success.”