Exclusive: Magic Kingdoms – Zuru talks Sparkle Girlz

Published on: 7th August 2020

Sparkle Girlz has gone from strength-to-strength thanks to Zuru’s brand development team and vision. Toy World spoke to Brittany Oliver, Sparkle Girlz brand manager, to find out more.

Brittany told us about the refreshed branding work that has gone into Sparkle Girlz and how the range has been rationalised to drive greater efficiency and quality, being reduced from over 300 SKUs to 100 core items. The Zuru creative team has been hard at work creating a home and story for the Sparkle Girlz dolls; Princesses, Fairies, Ballerinas and Mermaids were each given their own kingdom, while industry-leading artwork was created and rolled out across a full-range packaging refresh.

New packaging has also been shipping from January this year, with the dolls merchandised and sold in cardboard cones, removing single use plastic window box packaging.

Brittany webt on to tell us how Sparkle Girlz has performed in its acquisition year, and in 2020 and how Zuru’s manufacturing and automation capabilities add strength to the supply chain in a way that enables competitive pricing.

With global sales for Q1 increased 60% YoY in 2020, the future of the brand looks bright, despite Zuru being forced to navigate re-launching a brand in the midst of a global pandemic. Sparkle Girlz sales continue to track upwards in both the UK and USA as the line provides an appealing consumer-facing solution at a time when disposable incomes are decreasing.

To find out more, read the full article which appeared in the August issue of Toy World here.


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