NEWS

Bandai readies for relaunch of Harumika

Published on: 4th June 2020

The new-look Harumika collection is re-launching 11 years after its original inception. 

Bandai is set to relaunch Harumika, the award-winning fashion toy which proved a popular choice with noughties children.

Complete with a fresh new look for 2020, the fashion design arts & crafts kits include mannequin torsos, fabric and accessories to inspire creativity amongst budding designers. Safe and easy to use, no sewing, scissors or glue are required to enjoy Harumika. Because all materials and accessories are reusable, crafting possibilities are endless and sustainability key.

Benefiting from Harumika’s historical success, Bandai re-launches the IP with an even stronger offering to tap into rapidly changing trends, and a comprehensive marketing campaign to raise awareness amongst target kids aged 6+. A fashionista campaign will be implemented with the aim of creating a community of creative talent and providing a wealth of content and fashion inspiration, while dedicated YouTube and Instagram channels are currently in production in addition to a bespoke gifting campaign targeting fashion editors and mum-fluencers. An exclusive girls’ print partnership and brand collaborations with children’s fashion week are also currently underway, to hit the key Q3 period.

With updated designs and fabrics, each of the kits includes styles inspired by French fashion agency, NelliRodi, with whom Bandai has collaborated for brand currency. The Single Torso Set Assortment offers an entry point line, with a choice of four styles, each with fabric and accessories to customise individual creations. A Double Torso Set Assortment also includes four different options, all taking inspiration from current and classic trends and themes. The ultimate set in the collection is the Bridal Gown Set, which inspires children to design their own signature creations from a selection of satin and lace fabrics.

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