Hero product: Bandai

Bandai's new arts and crafts concept, Harumika is a simple to use fashion play-set, which allows girls to use special mannequins to create an endless variety of new looks...
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Aimed at girls aged six plus, Harumika is simple to use. There’s no need for a needle and thread or scissors and glue, all you need are some pieces of fabric which fix on to the the silicon strip on the back of the mannequins. Users simply tuck the fabric inside and they’re fixed.

The Harumika Starter Set will retail at £19.99 and will include two mannequins (one white, one pastel pink) and a wide variety of fabrics, accessories and stickers.

The fabric collection features a range of designs including polka dots, bright colours and patterns; buckled, ruffled and velvet belts; stickers of hearts, bows and flowers, and even little charms.

Everything in the sets are reusable, meaning possibilities of customisation are endless, enabling the user to experiment with layering, folding and twisting. Once users are ready to show off their designs, they’ll be able to upload them at the dedicated Harumika website, www.harumika.eu.

Marketing

Bandai will be fully supporting the brand with TV advertising totalling 300 TVRs, consumer print, online activity and PR.

Release date

July 2009

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