In January this year, the toy line was unveiled to UK and Irish retailers at London Toy Fair by Character Options, the toy distributors for the territory.
Jon Diver, managing director of Character Options, said: “We are incredibly excited to add The Zelfs to our girl’s portfolio. The Zelfs is highly collectable, with ultra rare dolls and quirky characters, combined with Moose’s ambitious development plans. The Zelfs has true longevity, not to mention heaps of play value.”
Lisle is looking to follow with the appointment of key licensing partners for 2014. Speaking of the appointment, Paul Solomon from Moose Enterprise said: “As the appointed agents on another of our properties, The Trash Pack, Lisle has done a great job growing the brand exponentially. We are confident that this success will be echoed with The Zelfs which is as engaging for girls as The Trash Pack has been for boys. We look forward to welcoming multiple new partners on board.”
Francesca Lisle further commented: “Character Option’s launch campaign will certainly ensure this brand has a high profile from July onwards. There will be mass sampling, girl’s press features, and retailer events, plus of course a heavyweight TV campaign. In addition the brand will have its own multifaceted website and animated webisodes all of which will be utilised to encourage the collectability.”
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