The fashion doll range will be on shelves from May and features character backstories via entertainment content.
An all-new line of fashion dolls is aiming to make a splash at retailers, featuring an under water theme with colour change and water play trends.
MGA Entertainment’s Mermaze Mermaidz Colour Change fashion dolls are aimed at children aged four and over and feature five core dolls, each articulated at the neck, shoulders, elbows, wrists, torso, waist and fin. They have inset eyes and rooted eyelashes, as well as colourful mermaid hair, and come complete with a removable top, jacket, purse and jewellery tailored to their individual style. The dolls’ sculpted fins change colour when submerged in water and double as a stand when the fin is bent 90 degrees, making them suitable for water play and display.
Each Mermaze Mermaidz character has its own personality and talent and aims to be both empowering and inspiring. Kishiko is a popular internet star, creator and budding activist who is upbeat, fun and loves sharing her life with the world; Shellnelle is a glamourous fashion designer who creates new trends and inspires her friends by looking at the world in a totally unique way; Riviera is a rocker and a rebel who swims against the current and loves writing music, playing guitar and performing with her sister, Harmonique; Harmonique is a pop star who is effortlessly cool and shines in the spotlight, but always makes room for her friends to shine too; Jordie is a competitive sports star who encourages every mermaid around her to be brave and take action.
Isaac Larian, CEO and founder of MGA Entertainment, said: “We are thrilled to introduce kids and collectors to the world of Mermaze Mermaidz Colour Change, a fantastical world powered by water technology and lead by independent, ambitious change makers. MGA is a leader in fashion dolls, and we will continue to deliver with our disruptive version of mermaids, guaranteed to resonate with the dreamers in all of us. Our entertainment content will bring these characters to life, inspiring children everywhere to use their imagination.”
The entertainment content will launch on YouTube on 6th May and fans will also be able to immerse themselves into the world of Mermaze Mermaidz through the official UK Instagram feed @officialmermaze.uk, launching on 29th March for International Mermaid Day.
The launch will also be supported by high impact PR and digital campaigns – with a host of exciting activity running throughout 2022.