It will also focus on the launch of the first Brownie Lottie doll this summer. The campaign is due to run through to the end of the year, publicising the doll, playsets and outfits based on the Brownie activities and age group.
Lottie Dolls is planning to launch at least five products in collaboration with WAGGGS and has signed a three-year deal with the Association.
Ian Harkin, managing director and co-founder of Lottie Dolls, commented: “It’s a huge honour for our company to be in partnership with WAGGGS and reinforces our goal of making Lottie Dolls empowering, relatable and age-appropriate – our brand, and dolls, are inspired by real kids, and that’s our main message this year. Therefore, it was essential for us to support this initiative with a solid PR campaign to maximise exposure and specifically to amplify the noise around the launch of our Brownie doll. Playtime PR is absolutely the right partner for us – they’ve put together an entirely bespoke activation which ties in perfectly with the brand values of both Lottie and WAGGGS, involving us at every step of the campaign development and tapping into the key themes of both partners.”
Playtime PR’s managing director, Lesley Singleton, added: “We’re really looking forward to bringing the Lottie Dolls and WAGGGS partnership to life. With most of the Playtime team being former Brownies, the memories run deep and it’s this nostalgia that will play a central role in our activation for the launch. This is a unique chance to take Lottie Dolls to a perfectly target market of young girls, delivering authentic and key life messages around empowerment and independence.”