Mattel launches Cloudees

Published on: 7th January 2020

The weather-themed collectibles combine a number of on-trend elements. 

Mattel has created Cloudees to bring together the most popular trends in girls collectibles including unboxing, surprise elements, water transformation, magical animals and mix & match accessories. There are 28 little and large pals to collect in each wave, with new waves set to drop throughout the year. Two different scales are available at launch; for every Cloudees pets there’s a matching Cloudees Minis pet, with 28 to collect in series 1, wave 1.

To enjoy Cloudees, kids add water to the large cloud case and shake it to create a soft and fluffy cloud, within which is contained a Cloudees character and six surprises. Cloudees pets come from seven different weather-themed lands; Raindrop Village, Stormyville, Sunnyland, Starry Way, Rainbow Point, Snowflake Hills and Windy Way. Characters include Breezy Koala, Frolicking Unicorn, Prancy Poodle and Dapper Sloth, plus rare characters which can be seen on the included collector’s sheet. Each character comes with accessories including a fluffy attachable cloud tail, two storytelling accessories and a key chain which lets collectors take their cloud case and character with them on the go. The lid of the cloud case works as a base, so kids can display their new pet.

Cloudees will launch in the New Year with a 360-degree marketing plan that includes a comprehensive TV campaign, top tier influencers, digital and PR.


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