Mattel launches AmiGami marketing drive

New crafting toy bolstered with retail demo tour this week, plus heavyweight TV campaign.
Publish date:
Social count:
Ami Gami logo.png

Mattel has kicked off the marketing campaign for its new crafting toy AmiGami.

Capturing the current crafting trend, AmiGami allows children to express their individuality by creating a unique creation that they can share with their friends and even the world, according to the firm.

Everything needed to create AmiGami is included in the pack: an AmiGami animal figure ready to decorate with special AmiGami paper parts.

Each paper part is easily attached with a jewel pin and comes with lots of fun, bright, colourful tails and wings along with reusable stickers including eyes, jewelry, glasses and so much more allowing children to create their own unique characters.

The launch campaign includes an AmiGami YouTube channel ( where ‘how to’ videos demonstrate lots of different creative ideas plus an Instagram page ( to share and celebrate AmiGami creations.

Consumers can also tag their creation with the hashtag #AmiGami. Key YouTube influencers are also supporting the brand demonstrating its unique features on their popular channels.

Top vlogger influencer Vania Fernandes, who has over 177,132 subscribers, launched the range.

The campaign has also included a covermount sampling with Girl Talk magazine plus an extensive social media campaign with vlogger and bloggers demonstrating the range and building their own unique AmiGami figures.

The brand will also be supported with an extensive retailer demonstration tour during February half term (from February 14th) which will be visiting two key London locations: Westfield Shepherds Bush and Westfield Stratford.

A heavyweight TV campaign will also run from February 14th to 22nd.

The full product range includes five price points that offer collectability and extended play patterns: Mini AmiGami Figures (£4.99), Figures (£9.99), Tool Set (£15.99) and AmiGami House Play-set (£15.99).


Featured Jobs

Vivid Job Logo 620 x 349

Digital Marketing Executive - Toys & Games

Vivid is Britain’s biggest toy company and the 20 largest in the world. With offices across the globe, they sell an amazing portfolio of toys and games to over 60 countries. Vivid is best known for its association with blockbuster brands and is very excited about future opportunities around the world.


UK Sales Agents

Liberty House Toys have been appointed as the exclusive UK distributor for the BiOBUDDi brand, and we are pleased to introduce this new unique, innovative and exciting range of 100% environmentally-friendly toy building blocks. We are seeking experienced sales agents with existing network in the toy retail market.

Gameplan Job Logo 620 x 349

Head of Product Development & Marketing

Our client is a privately owned French toy and games manufacturer which sells through distributors in forty countries. The company develops and sells innovative electronic interactive toys and games for the educational and gaming markets, and also takes suitable licenses. To progress its successful business development a Head of Product Development & Marketing is to to recruited.

HIT Entertainment Job Logo 620 x 349

Licensing Systems Administrator

The Contract System Coordinator is a newly created role to support the deal term entry process into Mattel’s new Contract Management System for its Licensing business. The role will support the Business Teams at the Deal & Amendment phase of the contracting process and act in conjunction with the System Administration team.