Boxy Girls take to the catwalk

Published on: 7th March 2019

Character Options’ winter influencer campaign comes to a stylish conclusion.

Character Options has released footage of its real-life Boxy Girls catwalk show featuring four influencer winners. The event, which took place during half term, is the culmination of months of online seeding marking the UK launch of the fashion forward girls’ doll brand.

Boxy Girls is a new collection of dolls that brings together fashion and unboxing. Each Boxy Girl character doll has her own style and comes complete with four branded cartons containing stylish fashion surprises inside. The brand launched in late December in the UK, and has already captured the hearts of fans both in the UK and in The USA. TV advertising and online microsites accompanied the launch, together with the ‘My boxy Girls Style’ Catwalk initiative.

Entering through Instagram, girls had to depict their very own Boxy Girls style, and on Thursday 21st February the four winners came together to create the Boxy Catwalk show at a New York loft-style studio in Manchester.

The catwalk show has created the next wave of coverage for the brand; as well as creating their own Instagram stories on the day, a professionally shot video of the influencers will soon be available online. A short version is also being amplified through social channels. Hundreds of thousands of views are expected across the next few weeks, further inspiring fans and collectors.

Laura Gunton, Character Options senior brand manager, commented: “This has been a really fun campaign to put together; the girls were superb and had lovely day in front of the cameras. Our coverage objectives have also been met and over the three months since launch we have had continual digital exposure for the brand. This has added to all the other activity including print advertising, microsites and a full schedule of TV advertising. We are now planning our next initiatives ahead of the new waves and key lines, such as the Boxy Girls Jumbo Crate and Mini Dolls that will launch in coming months.”


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