Just Play’s Hairdorables, the dolls with the mantra ‘big hair – don’t care’, have proved popular since launching last autumn.
Added to the spring line up are Hairdorables Pets. Each of the 24 Pets comes in surprise packaging and has soft hair and its own brush, so fans can style their Hairdorables Pet’s hair just as they do their Hairdorables Dolls.
The spring launch for Hairdorables is high on the agenda for Flair; TV has just begun and will deliver a high number of TVRs throughout the season, combined with a strong YouTube pre-roll campaign. In addition, Hairdorables webisodes will air on Sky TV on Nickelodeon and Pop over the half term and Easter breaks in prime-time viewing slots.
Digital presence is also key for Hairdorables, with each of the girls having their own webisodes on the Hairdorables Youtube channel. A fully immersive microsite on Pop Fun will be the hub of a spring campaign with select Hairdorables superfans, who will become one of the Hairdorables as they present their collection of dolls and pets to their followers.
The Hairdorables PopJam channel is also going strong with almost 40,000 followers. Print content for the season will include activity pages, advertorials plus a fully branded standalone magazine.
Marta Zietkiewicz, marketing manager at Flair/Just Play, commented: “Online content is a great driver for Hairdorables and our plans include story lines and backdrops that will inspire girls aged 5-10 to embrace the brand. The new spring collections are amazing and a great follow up to Season 1 which was incredibly successful in autumn. With so much content, plus fast-moving development of a product line that offers great play value, we are very positive about this stylish girls’ brand.”