Character Options merges fashion dolls and cosmetics with Shimmer N Sparkle InstaGlam

Character Options is readying for one of its major launches of the season with the arrival of the InstaGlam girls, a range of stylish make-up compacts wrapped up in their own collectable doll. The range has been established under the Shimmer N Sparkle fashion brand and witnesses the meeting of the worlds of fashion doll play and cosmetics.

With InstaGlam, kids can ‘glam their doll’ with the secret sparkle reveal and then use the hidden compact inside to style themselves. There are four dolls to collect, each with their own unique style and make-up colour,s as well as a host of cosmetic cases and kits too.

According to Character Options, the brand has already been positively received by the retail sector. A marketing drive will kick off with high volume TikTok activity as influencers get ready InstaGlam style for the Character Kids Event at the end of July.

A new Shimmer N Sparkle InstaGlam website has been created where kids can check out the collection, create their own personalised InstaGlam style graphic boards and watch the makeup tutorials by fashion led kidfluencer, Honey Rose Loves.

Adverts across the girls press and pre-roll activity will drive to the site whilst Sony’s PopFun Site will have its own InstaGlam landing page plus a 60 second TV driver to a branded competition.

As the brand is all about style, celebrity mums and aspirational fashion kids will also be showing off their InstaGlam style over coming months, and all of this will be anchored by a heavy weight TV schedule from mid-August onwards.

Brand manager Kathryn Ludlam, said: “After many months of development and careful consideration to position the brand values and play appeal just right, it’s fair to say we are very excited to see the launch date come round.

“InstaGlam is an incredibly important property for Character Options not just in the UK but internationally too. From August onwards we expect the Shimmer N Sparkle InstaGlam brand to be seen across every platform possible whether core market or aspirational channels, and will ensure they are as popular with kids as they have been with our retail partners.”


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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