The all-new Polly Pocket series launched on Pop this week, the UK’s No. 1 commercial kids’ channel.
This Autumn, Mattel has re-introduced the much-loved icon Polly Pocket with a brand-new look, along with a new animated TV series and ethos – that ‘Tiny is Mighty!’. The new Polly Pocket inspires kids to be adventurous, courageous and tenacious, just like Polly herself.
The series features a new story in the Polly Pocket Universe. Eleven-year-old Polly Pocket is often told she’s ‘too little’” to do the things she wants to do. But Polly proves what every kid already knows; that being little isn’t a limitation – it’s her greatest strength. When Polly inherits a magic heirloom locket that allows her to shrink to four inches tall, she embraces her pocket-sized powers and finds the upside of shrinking is big fun for her and her best friends, Lila and Shani.
The new toy range sees Polly return to her miniature 1″ scale that made her a 90s phenomenon, and includes two different sized compact worlds. Both the Polly Pocket Tiny Pocket World and the Polly Pocket Big Pocket World comes complete with a fun theme, unexpected surprise elements with secret reveals, three accessories and a micro figure. On-trend themes include Flamingo Floatie, Cupcake and more.
Polly Pocket toys launched in August with a capsule fashion collaboration (Polly Pocket x Mimi Wade, sold exclusively in Selfridges), and with a launch attended by Lady Amelia Windsor and Adwoa Aboah, which generated huge press coverage and social buzz. Further marketing initiatives include retail activations, a new Popjam channel, a mum-targeted social media plan, a YouTube pre-roll campaign, sponsorship of weekends on Pop, a robust influencer programme, and TV advertising.