Mattel relaunches Polly Pocket

Published on: 20th February 2018

The original micro scale doll is back with a surprise in every compact to show girls “tiny is mighty.”

More than 30 years since the launch, Mattel announces the relaunch of Polly Pocket in the original micro-scale and compacts that made her a 90’s phenomenon.

The all new product line is accompanied by an animated series to introduce a new generation to the world of Polly and amplify her story for modern fans.

With more than 10m compacts sold throughout the years, the compact product line nods to the brand’s heritage and surprise factor, but features an updated look for the characters and scenes. The series follows Polly and her friends as they embrace big adventures in a shrunken size, thanks to Polly’s magic locket.

Products shown at New York Toy Fair included: Polly Pocket Tiny Pocket Places Assortment, Polly Pocket World Assortment, and the Polly Pocket Hidden in Plain Sight Assortment.

Hailey Sullivan, VP of marketing, Girls Toy Box Mattel, commented: “Many of today’s parents were the generation that made Polly Pocket a phenomenon, and now they can introduce their children to Polly’s world. We know that the 90’s is making a resurgence, so what better time to bring back the beloved micro-playsets for the next generation.”

The toy launch will be supported with a marketing campaign, with Polly inspiring girls to be capable, courageous, and tenacious in their own lives, just like her. Polly Pocket product will hit toy shelves this summer.


Friday Blog

Money’s too tight to mention … it’s the Friday Blog!

TV coverage continues to showcase toys in run-up to Christmas

Panini Premier League Official Sticker Collection 2024 hits retail

Lois Stewart joins the Plus-Plus team

Xplore Distribution welcomes Kevin Griffiths

Lego Fortnite is now live

Toikido and Moonbug reveal new pre-school IP, PeaKeeBoo

Exclusive: Nuremberg Toy Fair all set for 2024

Funrise appoints James Xuereb as European account manager for e-Commerce

Board Game Club’s festive special draws biggest crowd of the year