As part of its cross-category growth strategy, Bandai is entering the collectibles arena in autumn/winter 2023 with the launch of its new IP, Pinky Promise.

The Pinky Promise Diamond Palace Playset

Combining innovation with fresh new product themes, Bandai‘s new collectible Pinky Promise range will offer products at a range of price points, which also double up as wearable jewellery for children aged 4-6 years.

Designed with vibrant, eye-catching packaging to ensure stand-out on shelf, Pinky Promise is a range of cute gemstone shaped characters called Gemmy Friends. The core of the line is the value driven Surprise Crown Packs, which are crown shaped capsules that each contain two surprise characters, a ring and collector’s guide. There are over 80 different Gemmy Friends figures to collect, including rare flower characters, super rare exclusive heart characters and the ultra-rare Queen, all of which are wearable when attached to the jewellery accessory included within each pack.

The range will also include a Royal Carriage 3 Pack, which comes complete with carriage, accessories and three surprise Pinky Promise figures. In addition, eight and 12 figure packs will also be among the introductions, both of which are non-blind offerings, with a mystery rare or super rare character included to drive collectability. A Diamond Palace Playset, which will include two exclusive Pinky Promise characters and two mini play sets, as well as additional accessories, completes the range. Alongside the toys, the launch will be supported by a series of Gemmy Friends webisodes, which will air on the Pinky Promise YouTube channel.

The Pinky Promise line will have heavyweight marketing support from launch, including a FSDU programme, extensive sampling activity, digital support across all key platforms, TV and VOD, as well as influencer partnerships and PR.