Character Options is preparing to launch the new girls’ property Ravel Tales to the UK, following a highly successful debut for the plush pets brand in the US this May.
Ravel Tails aims to combine collectability with creativity by encouraging kids to unravel their own plush pets, each hiding in a ball of chunky Ravel Tales wool. Once unwrapped, a surprise, cute character is revealed inside, adorned with accessories and blanket pieces that can then be used to create a personalised sewing project.
Ravel Tales launches a few weeks ago in the US where it quickly took its place as the number one plush collectable having achieved sell-through in just eight days.
Since the US launch, the Ravel Tales YouTube channel has amassed 3.5 million views to date, while influencers’ own channels have been flooded with #TheUnRavellers content.
Character Options will launch its own marketing drive this July that will aim to echo the successes of the US campaign. FSDUs will create Ravel Tales focal points in-store, while influencers will be unravelling and creating their own YouTube videos. On top of this, the cast of Character Kidz will put together a TikTok campaign at the end of July with the aim of achieving one million views in the time period.
The mass social campaign will start next week, ahead of the TV schedule which kicks off in August delivering heavyweight TVR’s across satellite and terrestrial TV, while girl’s five to nine pre-roll and a platform campaign with PopFun will run through August.
Mark Hunt, marketing manager of Character Options, commented: “We are extremely excited about Ravel Tales; our first major launch of the season. Stocks have rapidly sold out in the US, with a frenzy of reorders taking place which is encouraging for our market. Ravel Tales is a highly innovative toy that ticks so many boxes with the audience, and we expect it to be high demand from the moment it reaches stores.”