New collectible range will include over 30 characters, collector packs, and mobile mix up vehicles.

Encouraging children to imagine, create and share their mixed-up animal creations, the Miximals collectible range launches with over 30 characters to collect, collector packs and mobile mix up vehicles. There will be four series of Miximals throughout 2018 with additional playsets launching in autumn, allowing kids to create their very own Miximals world.

Miximals will launch on 13th January, with a strategic marketing plan centred around the #WhatCanYouImagine campaign. The official Miximals launch event will take place on Saturday 20th January at Smyths Toy Superstore in Staples Corner.

The campaign will be supported with a marketing campaign encompassing TV, digital and social. An impressive 1200 TVRs will run through to Easter, while 20 mini webisodes, hosted on YouTube, will sit at the core of the brand’s digital efforts, with six launching early February and the remainder rolling out over the spring season.

The Miximals PopJam channel has also just launched, and will captivate new fans of the brand through engaging Miximals themed content including games, quizzes and drawing competitions.

Kerry Tarrant, marketing manager at Alpha Animation and Toys, commented: “With such a fantastic new product range coming to market, we wanted to create a special campaign that is both rewarding and highly relevant to our target audience. With hugely popular Kidfluencers like Ruby Rube and Creative Celeste getting behind our campaign, and with all of the other elements within the marketing mix, we are certain that Miximals has all the ingredients to be a hit.”