Character Options is hosting a weekend of fun at all four Hamleys stores across 9-12 August 2013, to mark the launch of The Zelfs.

The activity coincides with a month of fun in independent stores, with competitions, sampling and photo opportunities taking place throughout the UK.

The Zelfs are the new collectable dolls that have already received considerable media attention following Hamleys’ Christmas in June event. As one of its most important launches of the year, Character Options has put in place a full multimedia schedule of marketing that has already seen the launch of a collectors magazine, girls press features, competitions and a heavyweight TV advertising campaign.

The activities also includes delivering an experience at retail with staff wearing Zelfs wigs and t-shirts, displaying highly-visible POS and standees, while also sampling to the target market. In addition, the firm has launched a national Create a Zelf competition. Forms will be available in store with coveted prizes of complete sets of the  dolls.

Andrea Smith, Character Options’ brand manager, said: “The Zelfs has already got off to a great start with sales far exceeding expectation in the first week on shelf. 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.”

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