The upcoming UK launch of Bright Fairy Friends follows the brand’s successful launch in the US.
Funrise UK is celebrating a highly successful first few weeks of US sales for new girls’ property Bright Fairy Friends (BFF) and is now preparing for a UK marketing drive ahead of the brand’s domestic debut in early September.
Bright Fairy Friends features 12 characters, each with their own four surprise accessories, perfect for collecting. Each colourful fairy doll comes housed in its very own fairy home with bright, motion activated twinkle lights, as well as light up fairy wings. Supported by major retailers in the US including Walmart and Target, the team has been encouraged by the early read on sales, with almost 30% of inventory sold in the first weeks alone.
The US retail launch has been accompanied by a brand-new animated content series on YouTube, which chronicles the friendship and adventures among all the Bright Fairy Friends and has achieved over 1m views to date. Added to this has been a flurry of US influencer activity, which will continue throughout the season. A brand commercial featuring the dolls has been created for TV and digital pre-roll later this season.
The UK launch is imminent, with first on-sale dates expected this week. The launch will be supported with UK specific influencer activity, mass social seeding with influential mums, a full schedule of girls’ print ads and a heavyweight pre-roll campaign that will deliver almost 1.6m views to girls aged 5-9. In store activity includes highly innovative motion-sensor activated FSDUs, plus individual social support for partners.
Speaking of the launch James Dixon, UK and Ireland commercial director said: “We are really excited to hear the numbers that are coming from the US. There is no doubt that BFF is a very special property that delivers collectability, a stunning toy and the magic of discovery. It couples these essential elements with the very special twinkling fairy house feature and really does offer something new and different to the marketplace.”
For more information about Bright Fairy Friends email salesUK@Funrise.com.
