Jakks appoints Norton & Co to launch new Girls’ Brands

Published on: 30th April 2012

Kids’ specialist PR Agency Norton & Co has been appointed by Jakks Pacific to help with the consumer re-launch of the Cabbage Patch Kids range, and also to support its launch of Winx Club dolls into the UK.

This appointment means that Norton PR will be reunited with the ‘80’s toy craze Cabbage Patch Kids after first launching them back in 2004. Building on their retro appeal and established global fan base, the Agency is planning a series of press stunts, charitable partnerships and social media activity to drive the brand back into the hearts and minds of fans young and old.

Based on the popular Winx Club TV series, Jakks is launching a Winx fashion doll line into the UK this summer, working closely with Nickelodeon to bring the dolls, themed play sets and a range of accessories to new Winx Club fans. Norton PR has been tasked with introducing the range via a series of media partnerships, press features and design challenges to immerse consumers in the brand. No strangers to the world of fashion doll PR, the Agency previously launched Bratz and Sindy and continue to promote One Direction, The Wanted and JLS dolls on behalf of Vivid Imaginations.

It is no mean feat to bring a new fashion doll line into the UK and we are lucky enough to be involved in not one but two of the biggest Girls’ doll brand launches for 2012” comments Emma Arthur, Director of Norton & Co. “Having lived and breathed the world of the Cabbage Patch Kids back in 2004 we are really excited about bringing them to a new audience and revisiting tried and tested PR methods to appeal to the more emotive side of today’s journalists!”


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