Mattel is taking new steps into the nurturing doll category with the launch of My Garden Baby, a classic baby doll with the mission of encouraging kids to cultivate an appreciation for nature and the world around them.
My Garden Baby is a diverse collection of dolls featuring new colourways and butterfly wings, designed to ‘capture the attention and imagination of children’ in order to champion environmental awareness and engagement with the natural world.
The range includes My Garden Baby Feed and Change doll assortment, which is a fantasy-themed baby doll with drink to wet feature, reusable nappy, removable clothes, wings and more, including packaging that also becomes a crib.
It is joined by the Berry Hungry Baby Butterfly Assortment, with a colour change feature, detachable wings for dress up play and scented hair. Finally, for younger fans, the My First Baby Butterfly Assortment were designed for cuddles, with soft bodies and plush wings that fold into swaddles.
Mattel will launch the new dolls with a 360-degree marketing plan, including extensive TV and BVOD advertising, Sponsorship, E-CRM, retailer competitions and influencer activations that will bring the magic of My Garden Baby to life.
Mattel’s strategic launch into nurturing dolls will have activations running from June through until the peak Q4 selling period, with expansions planned for 2022.
Kelly Philp, marketing director of Mattel UK, said: “We are really excited to be launching My Garden Baby; it’s an exciting and fresh new addition to the nurturing doll aisle, whilst expanding our offering in the broader dolls category.”