Character Options has become the UK distributor for Moose Enterprises' girls collectable, The Zelfs.
The brand - which is one of the most important launches in recent years for Character - will make its debut in July, backed by a high profile consumer awareness campaign across all media platforms.
Available in three sizes, the elf-like dolls come with multi-coloured spiky hair. As well as rare dolls, there will also be a play-set and a host of accessories.
"We are incredibly excited to add The Zelfs to our girl's portfolio," said Jerry Healy, marketing director at Character Options. "The Zelfs as a brand with its collectability, ultra rare dolls and quirky characters, combined with Moose's ambitious development plans, has true longevity, not to mention heaps of play value.
"With this in mind, we have an impressive launch plan that will include mass sampling, a one off bespoke magazine, girls press features, retailer events and heavyweight TV support."
Healy continued: "In addition, the brand will have its own multifaceted website and animated webisodes, all of which will be utilised to encourage the collectability. Our marketing drive will continue throughout year one and beyond, ensuring that this is a brand that retailers can invest in."
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