Baby born marks 30 years with National Best Friend Day campaign

Published on: 24th June 2021

Brand kicked off celebrations with multi-channel campaign including social influencers sharing posts of their children enjoying gifted Baby born dolls.

Doll brand Baby born celebrates its 30th birthday in 2021 and to start a season of celebrations, it launched a multi-channel campaign centred around National Best Friend Day.

The event on 8th June involved PR, social and digital content to drive direct traffic to the website and to mark the occasion, Baby born created branded Friendship Cards for children to share the name of their best friend along with a reason why they love them.

Through an impactful Instagram gifting campaign, influencers were also gifted with two Baby born Magic Dolls and two Friendship Cards – one for each child and their best friend – and throughout the day influencer families shared posts of their children enjoying the dolls on Instagram @BABYbornUK. There was also direct swipe ups for viewers to download their own Friendship Cards for free on the Baby born website. The total reach of the Instagram activity was over 500,000 and was supported by retailers including The Entertainer and Toymaster, who also ran a competition to coincide with the date.

Social activity was enhanced by an advertorial in online parenting magazine, My BABA, and the online content shared full details of the brand’s new Happy Birthday range, which features a host of special items to mark the occasion, including the Baby born Deluxe Happy Birthday Set, which includes everything needed to role play throwing a special birthday party for Baby born – from party dress and sparkly gold sandals to purple and gold birthday crown, and even Baby born’s own birthday cake.

All activity across this 30th year will continue to be underpinned by TV presence, digital advertising and retailer partnerships, leading up to an interactive marketing campaign which will hit nurseries across the UK in September.

For more information on Baby born and the Happy Birthday range, visit



something to look forward to

Ship just got real …it’s the Friday Blog!

Giochi Preziosi confirms Julia Cake as new UK country manager at Flair

Updated Toy World Recruitment round-up

Autumn Fair announces Covid guidelines for this year’s show

John Lewis focuses on classic toys for Christmas 2021 top tips

Toymaster teams up with The Good Play Guide

Story House Egmont launches Paw Patrol Extra

Places filling up fast for Toy World x Kuehne + Nagel shipping webinar

Character Options all set for Character Kidz Big Weekend

2 Way Words spells out success at retail