To mark the launch of new girls brand The Zelfs, Character Options is hosting a series of events at all four Hamelys stores this weekend.
From today until Sunday, staff at the stores will be wearing Zelfs wigs and t-shirts as well as sampling the toys to the target market.
The weekend also sees the launch of the 'Create a Zelf' competition. Visitors can pick up a form in-store and design a Zelf to win complete sets of the new dolls.
"The Zelfs has already got off to a great start with sales far exceeding expectation in the first week on shelf," said Andrea Smith, Character Options brand manager.
"We are ramping up the activity and taking the Zelfs to the heart of the high street with highly visible events. The sampling and giving out of collector’s posters is also a key part of the strategy as we know that these dolls are so adorable that once a girl has one she will want to collect them all.”
The Hamleys weekend coincides with a month of Zelf-related activity in independent stores featuring competitions, sampling and photo opportunities.
To back the new range, Character Options has also ensured The Zelfs star in a collectors magazine, girls press features, competitions and a heavy weight TV advertising campaign.