Character Options launches InstaGlam

Published on: 20th July 2020

Created by Character Options under the established Shimmer N Sparkle brand, InstaGlam combines fashion dolls and cosmetics.

Character Options InstaGlam

Character Options is readying itself for one of its major launches of the season as the InstaGlam range arrives in-store, bringing stylish roleplay makeup compacts all wrapped up with a collectible doll.

Created under established fashion brand Shimmer N Sparkle, InstaGlam lets girls glam up their doll with the secret sparkle reveal and then use the hidden compact inside to style themselves too. There are four dolls to collect, each with its own unique style and make-up colours, plus a host of cosmetic cases and kits.

The brand has been positively received by the retail sector whose support is to be reciprocated with a high profile, stylish marketing drive. Kicking off the campaign will be a high volume TikTok activity as influencers get ready InstaGlam style for the Character Kids Event at the end of July.

A new Shimmer N Sparkle InstaGlam website has been created where kids can check out the collection, create their own personalised InstaGlam style graphic boards and watch makeup tutorials by fashion led kidfluencer, Honey Rose Loves. Adverts across the girls’ press and pre-roll activity will drive to the site, whilst Sony’s PopFun Site will have its own InstaGlam landing page plus a 60 second TV driver to a branded competition.

Celebrity mums and young fashion fans will also be showing off their InstaGlam style over the coming months, with all activity anchored by a heavyweight TV schedule from mid-August onwards.

Brand manager, Kathryn Ludlam, commented, “After many months of development and careful consideration to position the brand values and play appeal just right, we are very excited to see the launch date come round. InstaGlam is an incredibly important property for Character Options not just in the UK, but internationally too. From August onwards, we expect the Shimmer N Sparkle InstaGlam brand to be seen across every platform possible, whether core market or aspirational channels, ensuring the range is as popular with kids as it has been with our retail partners.”

Shimmer N Sparkle InstaGlam stock is now available to order. For more information call 0161 633 9800.


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