NEWS

New season of Zelfs approaching

Published on: 17th April 2014

Character Options’ girls collectable, The Zelfs, is going from strength to strength following the successful rollout of Series 2 and the Masquerade collections.Zelfs300

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.”

If you would like to receive our daily newsflash email, please enter your email address in the “sign-up” box at the top of the page; you can also follow us on Twitter and Facebook and request a print subscription here.

RECENT ARTICLES

Friday Blog

When the ship hits the fan…it’s the Friday Blog!

Andrew Laughton completes 110km walk in aid of the Toy Trust and Fence Club

Amazon

Amazon blames social media for fake reviews

Rubies adds Amelia Fang to its licensed costume portfolio

Tonies adds characters from classic children’s books to range

Wilton Bradley appoints Jeff Goldstein as country manager for the US and Canada

TopBright expands into Europe

Zapf, MGA, Sawdust and Rainbows, Mookie and many more celebrate Loved by Parents wins

More new roles added to the Toy World recruitment section

New Giraffe Insights research: international kids gifting behaviours