Character Options is preparing for ‘one of its most exciting launches of the summer’ with the release of Glo-Up Girls this August, a range that will be supported with a live-action YouTube series, a ‘first-of-its-kind’ social media content house, and official influencer partnerships.
Inspired by the current #GlowUp trend – a hashtag with more than 28 billion video views on TikTok – Glo-Up Girls dolls feature ‘elevated styling’ and, states the firm, “offer the full Glo-Up experience,” an experience that includes spa treatments, nails, hair, makeup, and fashion choices.
Each doll arrives in their pyjamas with more than 25 surprises to discover. The dolls even come with a real face masks, meaning that children can get involved in the while Glo Up process.
According to Kathryn Ludlum, brand manager at Character Options, Glo-Up Girls has already seen an “incredible response ” from UK retailers.
“Our aim for Glo-Up Girls is to build on what we delivered for InstaGlam in 2020, with dedicated advertising, as well as integration within the ongoing activity for the InstaGlam brand as a whole,” she said.
“This includes TV, multi-tiered influencer support with celebrity endorsement, YouTube pre-roll, and more. Plus, with the UK and US launches set to coincide, our plans will be fully intertwined with the huge marketing campaign that’s running in the US.”
The US launch campaign will include a YouTube series, The GLO Show, which will lead the brand’s entertainment strategy. Produced by Far Out Studios in collaboration with production house Concrete and ConnectHER Media’s ZStar Digital influencer group, the seven-episode series premieres on YouTube in July.
The series follows six real-life teenage influencers living in the GLO House – a mansion where the cast will post daily social media content. In each episode, the stars will be given Glo-Up challenges, and take fashion inspiration from Glo-Up Girls dolls.
Character Options’ Mark Hunt, said: “We’re absolutely blown away by the initial interest in Glo-Up Girls – the brand has already generated over three million organic views in the last month – and the big reveal (on 30 June) is still yet to come.”