Following the launch of Series 1 which saw the Zelfs in NPD’s top ten new properties lists earlier in the year, Zelfs Series 2 launched in February 2014. This new collection saw the introduction of new characters and the return of six hero characters dressed for a Masquerade party with new painted decos and masks. Coinciding with this was the release of a new ultra rare Zelf, Jewely the Ruby Zelf, who became the star of a ‘collect and redeem’ campaign. With just 1,000 Ruby Zelfs to find, the redemption has already been oversubscribed and figures are now switching hands on online auction sites for up to 20 times their retail value.
Character is now looking ahead to Series 3, launching in July, when a new scented collection will be introduced called Zelicious. Andrea Smith, brand manager, commented: “We are delighted to follow the initial launch with a successful second Zelfs season and look forward to the Autumn launch of the Zelicious series. Once again the creator, Moose, has excelled itself in producing appealing new characters that girls just love to collect and their fruity scents will just add to the attraction. The new launch will be supported with our traditional TV campaigns plus inventive PR that will see a fun digital campaign to be announced in coming weeks. Add to this yet more ultra-rare Zelfs, retailer support and girls’ print activity and we are predicting even greater success.”
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