My Garden Baby introduces a fantastical twist to traditional doll play

Published on: 11th June 2021

With packaging that becomes a crib, beautiful wings and features including colour changes and nappy wetting, My Garden Baby is an exciting new launch for Mattel.

Mattel’s new launch in the nurturing doll category, My Garden Baby, offers kids classic baby doll play in a fantastical way. My Garden Baby introduces diverse dolls, new colourways and adorable butterfly babies that the company says will encourage kids to cultivate an appreciation for nature and the world around them. My Garden Baby will capture the attention and imagination of children with it’s bright aesthetics, diverse doll offering and classic nurturing play patterns.

The range includes My Garden Baby Feed and Change doll assortment (suitable for kids aged three years and over), which is a fantasy-themed baby doll with drink to wet feature, reusable nappy, removable clothes, wings and more. The packaging also becomes a crib. The Berry Hungry Baby Butterfly Assortment (suitable for kids from two years) has a colour change feature, detachable wings for dress up play and delicious scented hair. Finally, for younger fans, the My First Baby Butterfly Assortment for children aged from 18 months were specially designed for cuddling, with soft bodies and plush wings that fold into swaddles.

Mattel will launch My Garden Baby with a 360-degree marketing plan, including extensive TV and BVOD advertising, sponsorship, E-CRM, retailer competitions and influencer activations that will bring the magic of My Garden Baby to life. Mattel’s strategic launch into nurturing dolls will have activations running from June through until the peak Q4 selling period, with expansions planned for 2022.

Kelly Philp, marketing director of Mattel UK – who spoke extensively to Toy World about Mattel’s wider Dolls strategy in the May issue – explains: “We are really excited to be launching My Garden Baby; it’s an exciting and fresh new addition to the nurturing doll aisle, whilst expanding our offering in the broader dolls category.”


Breaking news: New Lego NYC store unveils groundbreaking retail innovation


Wicked Uncle accuses Amazon of ‘unfairly’ improving its organic search results

Baby born marks 30 years with National Best Friend Day campaign

University Games moves offices to Hertfordshire

New pre-school series Milo debuts on Milkshake! to great success

PlayMonster expands creative portfolio with acquisition of Ann Williams Group

Amazon under renewed fire over destruction of unsold stock

All UK Disney Stores except flagship rumoured to be closing

UK retail supply chain needs more drivers and warehouses

Kidicraft welcomes Katy Greenwood as company expands