Free 'Box of OMG!' targets girls

Described as 'a free Birchbox for kids', this variant follows the Box of Awesome for boys.
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A free box of goodies for girls - know as the 'Box of OMG!' - has launched.

Described as ‘a free Birchbox for kids’, Box of Awesome for boys aims to "solve the discovery and noise problems faced by both established and new consumer companies targeting the kids and teens space". 

It includes products and toys from brands such as Simon and Schuster, Topps, Magic Box, Herotopia and Jelly Bean Factory as well as startups like BitSmith Games and OiDroids. The first boxes arrived on thousands of kids' doorsteps last week.

Launched with minimal marketing in February, it has been met with a "wildly enthusiastic response" from the eight to 14 year old community. 

Today the company (also named Box of Awesome) announced the launch of Box Of OMG!, aimed at girls of the same age.

Dylan Collins, CEO, said: “We’ve had huge demand from our customers and community to launch a box specifically focusing on girls. 

"So we’re extremely excited to announce Box of OMG! filled with a carefully curated mix of music, movies, tickets, fashion, make-up and surprises from both big brands and new startups. We’re pretty certain it’s going to delight and entertain 8-14 year old girls across the UK and Ireland.

"The reaction to Box of Awesome has been pretty astonishing. On our Weekend of Awesome event, kids were claiming physical and digital boxes at a rate of one every 15 seconds. 

"Clearly we’re solving a problem for our clients while also making kids very happy. Despite it being an invite-only community, we’re seeing huge engagement across the board."

Elisa Offord, Marketing & Publicity Director for children’s books at Simon & Schuster UK Ltd, added: “Box of Awesome gives us the opportunity to get some of our best books for teenagers straight into the hands of their target audience – a notoriously tricky age group to reach."

Box of Awesome was founded by entrepreneur Dylan Collins (Fight My Monster, Jolt Online, DemonWare) and a small team of kids' entertainment specialists. It is internally funded and based in London and Dublin.

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