NEWS

Just Play/Flair launches Hairdorables

Published on: 21st September 2018

Just Play/Flair is celebrating the successful launch of its new fashion doll brand, Hairdorables, delivering strong sales at retail.

Hairdorables is the new property that combines fun, fashion and colourful hair. Each doll package is a surprise; Children can just pull, peel and reveal 11 accessories and fashions that unwrap the personality, style and talent of the Hairdorables girl hidden inside. There are 12 unique characters, and 36 dolls with mix-n-match outfits and accessories to collect.

Product launched in the UK on 17th August, after a two week pre-awareness campaign driven by a dedicated Hairdorables PopJam channel, impactful social media posts and unboxing videos. Digital activities have been key to Just Play/Flair’s marketing plans for the brand and the launch was also supported by heavyweight TV and YouTube pre-roll campaigns.

The icing on the cake has been the fun Hairdorables Salon events organized in the North and South of the UK on the last weekend of the summer holidays with pop-up hair salons in store.

The Hairdorables Salon events at Smyths Toys Superstores and The Entertainer stores in Westfield and Merseyside saw hundreds of girls (and boys) dress up as their favourite Hairdorables character. Colourful wigs, hair chalks, face paints and accessories were all part of the entertainment before entering the Hairdorables photo booth for a quick snap. A pre-event exclusive breakfast with bloggers and micro influencers, at both locations, kicked off the day ensuring strong social media activity at each venue.

Jo Richards, brand manager for Just Play/Flair commented: “Our Hairdorables launch has been sensational and early indications are really positive with the opening weeks of sales being really strong. There’s plenty more to come, it’s a very exciting time for Just Play /Flair and we look forward to the months ahead as the brand develops.”

For more information about Hairdorables call GP Flair 0208 643 0320 or email sales@flairplc.co.uk.

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