The global toy and licensing specialist, Jazwares, has this week lifted the lid on its newest collectable dolls line, GlamCrush, a new series aimed at inspiring creativity in all aspiring make-up artists.
Inspired by popular beauty trends, GlamCrush Crush-It Girls is a range of dolls each showing off a different combination of sparkling hair colour, stylish outfits, and an edgy beauty look all unveiled through an interactive unboxing experience.
The make-up like products are not intended for children to use on themselves, moreover, they are inspired by everyday beauty products to help children unleash their inner stylist as they make-over their dolls.
The launch range includes an assortment of Crush-It Girls in 12 different styles, available online now and across Target store in the US, before rolling out to Amazon and Walmart this spring.
Every mystery Crush-It Girl includes a mini three-inch collectable doll, each based on one of the following popular and identifiable makeup brushes: highlighter, powder, and contour. The dolls come packaged in a makeup brush-shaped case, which can be used for storage, providing a surprise unboxing experience. Push up on the bottom of the case to reveal which chic Crush-It Girl is waiting inside.
Each individual doll comes with a natural bare face that can be glammed by swiping an eyeshadow-like applicator dipped in ice-cold water across her face for a surprise makeup reveal. Kids can complete her look by crushing the makeup-like powder inside the eyeshadow case to reveal her ‘glamcessory.’
“At Jazwares, we’re always looking at the latest trends to see what gets kids excited, and GlamCrush is truly born out of those observations and research,” said Laura Zebersky, president of Jazwares. “Inspired by the beauty trends taking over social media like makeovers and makeup crushing, we wanted to provide kids with a fun glam toy that allows them to express their creative style.”
Later this year, GlamCrush fans can look forward to another product release, with the launch of the Crush-It Compact featuring additional ‘glamcessories.’