Baby Born Surprise launches next collectables phase with Mini Babies line-up

BABY Born Surprise is entering a new phase of its journey in the collectables space with the introduction of the 6cm Mini Babies collection, featuring an all new ‘multiple character surprise reveal’ for fans.

An evolution of the successful BABY Born Surprise 11cm doll collection, the new Mini Babies range will land with a series of surprise reveal bundles that include either a set of twins or triplets. There are nine food and garden themed sets to collect in the range, each retailing at £8.99.

Miniature new friends in the collection include the likes of Garden Peas, Banana Peels, Cheeky Monkeys, and Berry Sweets.

“Ideal for imaginative play and delivering BABY born Surprise’s core values of collectibility, unique baby themes and surprises, each doll is blind packed in a stackable crib, making the sweetness inside a complete mystery,” read a description from the firm.

The collections will feature a host of further surprises for kids to unbox, including a swaddle, a bed, a birth certificate, and eye colour reveal, and a collector’s guide. However, the biggest surprise of all is which characters kids will get.

To support the launch, the new Mini Babies range is being promoted across TV and digital throughout the summer, targeting both children and adults. In addition, a PR influencer-led campaign went live across the weekend to raise awareness among an engaged social fan base. Partnering with a selection of parenting influencers with twins and triplets, influencers developed a series of Instagram Reels, alongside additional social media support to promote the new collection.

On top of all of this, BABY born Surprise will also be launching a bunny-themed BABY Born Surprise Mini Babies Bus Playset this autumn, accommodating more than 20 twins and triplets as well as doubling up as a playground with moveable swings, strollers, a merry-go-round and a seesaw.

The play-set can be folded away and comes with an exclusive swaddle and twin babies.

About Robert Hutchins

Robert Hutchins is the editor of ToyNews and its sister title, Licensing.biz. He has worked his way from Staff Writer to Editor across the two titles, having spent almost eight years with both and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@biz-media.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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