MGA partners with Helen Flanagan for Glitter Babyz launch

Published on: 12th October 2021

MGA has joined forces with actress and mother of three, Helen Flanagan, to support the launch of new nurture doll collection, Glitter Babyz.

Helen has a huge influence on families and regularly shares insight into life at home with her daughters Matilda, Delilah and baby boy, Charlie. Glitter Babyz has partnered with the former Coronation Street actress to showcase new characters Dreamia Stardust, January Snowflake, Lila Wildbloom and Solana Sunburst to fans of the range.

Launched in September, Glitter Babyz is MGA Entertainment’s brand-new range of adorable, glitter themed nurture dolls ready to spark children’s imagination and take the market by storm this Christmas.

The new brand focuses on developing nurturing play patterns by encouraging fans to keep the magic in their dolls alive and sparkling by feeding them a bottle, changing their nappies, giving them a bath and laying them down for nap time.

Each Glitter Babyz dolls’ eyes are full of distinctive nature imagery reflecting the four separate themes: rainbows, snowflakes, flowers and sunsets, and each articulated character also comes complete with three colour change surprises that can be enjoyed over and over again, including an impressive hair transformation during bathtime as well as a magical shampoo bottle and juice bottle that change colour each time kids add ice cold water.

MGA has reported strong sales of the Glitter Babyz range. In just under two months since launching into retail, Glitter Babyz has demonstrated huge popularity and is on track to sell-out ahead of the festive period.

In addition to its partnership with Helen, MGA is supporting the range with creative PR activities that raise awareness and promote the new collection to its target audience of children ages three years plus as well as parents and gift-givers.


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