MGA Entertainment launches new nurture doll range Glitter Babyz

MGA Entertainment has lifted the lid on its latest in the dolls space with the launch of Glitter Babyz, a range of characters that encourages kids to nurture them in order to ‘keep their magic alive and sparkling.’

Landing in time for this season’s Christmas shopping, the launch introduces Dreamia Stardust, January Snowflake, Lila Wildbloom, and Solana Sunburst for kids aged three and upwards. The new 24cm tall babies feature unique head sculpts, big eyes, and sparkles on their eye lashes and glitter in their hair.

The new range presents four themes of magic while focusing on developing nurturing play patterns by encouraging fans to ‘keep the magic in their dolls alive and sparkling,’ by feeding them a bottle, changing their nappies, giving them a bath, and laying them down for nap time.

Unique to Glitter Babyz is the dolls’ eyes full of distinctive nature imagery from the four separate themes: rainbows, snowflakes, flowers and sunsets. Each articulated character also comes complete with three colour change surprises that can be enjoyed time and again, including a hair transformation during bathtime as well as a shampoo bottle and juice bottle that change colour each time you add ice cold water.

The range will be supported with TV and digital media targeting both children and adults, whilst creative PR activity will raise awareness and promote the new collection to its target audience.

Samantha Wilson, marketing director at MGA Entertainment said: “The Glitter Babyz launch sees the company entering an exciting phase in its dolls offering, and we’re thrilled to be bringing such a truly unique and fun product to the nurturing aisle.

“These four characters are completely different to anything we’ve created before; the resuable accessories and colour change features make them so distinctive within the current market and we can’t wait for fans to choose which magical baby to adopt, unbox, nuture and play with over and over again.”

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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