Over 6,000 girls will participate in the parties. Girls and their friends will come together to watch the Thronecoming episode and host their own Ever After High Sleepover with goodies and activities.
Girls will be recruited through an extensive media campaign targeting over 8m children across key girl websites in partnership with SuperAwesome. Chosen girls will receive an exclusive Ever After High Box of OMG! which each contain everything needed for a Thronecoming sleepover for up to six people.
Denise Fillary, senior brand manager, Mattel UK, explained: “We are excited to be working with Box of OMG! on this fantastic campaign. It allows us not only to reach out to our consumers but really engage with them in a new and exciting way.”
Tiffany Tasker, SuperAwesome business development manager, added: “We’re incredibly excited to be working with Mattel on this exclusive Ever After High Box of OMG!. It’s great to see brands using the SuperAwesome platform to harness our digital reach and physical engagement to drive excitement around the Thronecoming episode. We can’t wait to see the reaction across YouTube as the boxes start to arrive in winners homes across the UK in the coming days.”