The new Decora Girlz brand is set to release a collection of 5″ and 11″ colourful dolls featuring their own style, super soft hair and an array of accessories to play with. 

John Adams is celebrating its first big launch of the season as the firm reveals a huge marketing drive on the highly anticipated Decora Girlz dolls collection. Created by Cepia, the brand benefits from global marketing support for all territories and launches in the UK this week.

The Decora Girlz are a bright, colourful and super-quirky group of tween friends who love to dazzlemand decorate themselves in the bright and expressive Decora Kei style from Japan. This brand allows children to customise their dolls and make them just as unique as themselves.

There are six bright and colourful Decora Girlz 5” Dolls to collect, each with their own style, super soft hair and 44 accessories. Each Decora Girlz character has her own personality.

A collection of four 11” collectible Fashion Decora Girlz dolls will also be launching. Each 11” Decora Girlz doll has a unique character, super soft locks that are easy to style, with 75 accessories, including fabric outfit, shoes, hair clips, stickers, bag, puffy clip charm, comb and a doll stand. Consumers can collect Decora, Luna, Celestia and Sweetie.

With this new brand comes a marketing drive that will ensure its presence across all platforms of the media: traditional advertising in the weeks ahead will see TV advertising from 24th April, coupled with VOD on the Sky networks. Advertising spots will deliver the essence of the Decora Kei movement that is at the heart of each character in the collection.

Influencers such as Jemma Solomon and Helen Flanagan are also engaging with their own girls and the brand over several activities in coming months. In addition, YouTubers Rhia Official and Little Lady C will be giving their own unique take on what girls can come to expect from the Decora Girlz brand.

The spring activity will culminate with a four day pop-up event at the gallery@oxo on London’s Southbank. There will be a VIP reception with Rhia, Jemma and Helen attending, and over the whole four days, families will be able to explore the world of Decora Kei in a more hands on way with art workshops, dress-up and photo opportunities as they take on their own Decora style and head down the Decora Girlz catwalk. Advertising for the event across LED screens up and down the Southbank will add even more to the awareness.

Speaking of the launch, Lynette Leet, marketing manager at John Adams, said: “This is without doubt one of the largest launches for John Adams to date. The Decora Girlz dolls are colourful, fun and inspirational and with the launch it was important to us that our strategy echoed this. For the first three months, we have activity happening in continual waves ensuring that we reach the audience on all platforms possible. This is just the start, more activity is already being looked at for autumn as the brand develops.”