Range allows young girls to follow the hottest trends and create looks just like their favourite YouTube stars.

With child-friendly products that introduce beauty in a fun and innocent format, the Who’s That Girl product range includes Glitter Roots to add sparkle to hair styling, colour-changing Mood Lips and fully washable Beauty Tattoos. Key item, the Who’s That Girl Beauty Box, has over 20 cosmetics and accessories, including exclusive items and colours, hidden for a new surprise every day. Each product comes with a miniature version for beauty on the go, or to use on the Who’s That Girl Dollface; a high spec styling head acting as a blank canvas to experiment with.

Launch activity will be heavily focused on influencer support, including taking key influencers to a UK festival; Meet & Greets at key retailers and regular influencer reviews. The campaign will also be supported by heavyweight PR activity, TV and digital campaigns, and social media.

Alex Barltrop, senior brand manager for MGA Entertainment, commented: “We are excited to be launching such a unique product offering to the UK market. With very few age-appropriate options for children with an interest in beauty, Who’s That Girl provides a child-friendly introduction to beauty-play. With heavyweight influencer and digital activity from launch, we’re expecting Who’s That Girl to top Christmas gift lists.”