Character Options' The Zelfs range is moving into the front window display at Hamleys on Regent Street.
The brand has enjoyed great success since launching in July, with retailers selling out and TV advertising, a one off collector’s magazine, print campaigns, retailer events and collector’s posters all boosting the brand.
"A Hamleys window is always a much sought after spot to show a new brand at its best and The Zelfs are instantly recognisable and will make a great display," said Andrea Smith Character Options’ brand manager.
"Encouraging girls to start a collection is very important to this brand, and what better way to do so than with a treat from the most famous toy store in the country.
The firm also launched a multiple sales redemption initiative for the limited edition Miss Clover Zelf to help push repeat purchases.
“Our redemption campaign has also been highly successful and we have had hundred of requests for the limited edition Zelf," added Smith.
"This part of the launch plan has been perfectly timed for girls to go back to school talking about their new treasured Zelfs collection which includes the much prized Miss Clover."
Retailers have also been pleased with early consumer reaction to The Zelfs.
Christine Redford from Morleys Toy Shop said: “We have a whole spread of brands in the shop, but it’s The Zelfs that are flying off the shelves.
"What is nice to see is that people are already talking about Zelfs being the perfect stocking fillers so we are expecting a further uplift for the festive season.”
The sentiment is echoed by Olivia Noone, girls buyers at Smyth’s Toys, who added: "The Medium Zelfs are a hot toy for us at the moment, and you can see girls looking for particular characters to add to their collection. We are very excited about the future sales for this brand.”
TV advertising will continue through the autumn together with more retailer activity and girls’ print campaigns planned.