The range includes six gymnastic dolls, a beam set and gymnasium play set.
The partnership with British Gymnastics, the governing body for the sport of gymnastics in the UK, has helped the new doll range launch into the marketplace from a strong position. Team Gem’s appearance at the championships challenged spectators to master the magic of the brand via skills tutorials, which included the chance to win product throughout the course of the weekend.
Team Gem is made up of magical performing ‘gemnasts’; Saffie, Ruby, Jade, Amy, Amber and Luna. Each collectible action figure gemnast has their own special signature move that children can help them perform, using the magical gem ring inside each pack. The range includes six gymnastic dolls – four floor gymnasts and two apparatus gymnasts – a beam set and gymnasium play set for skill-based game play and competition between friends.
The partnership with British Gymnastics, brokered by Playtime PR, launched in September and sees Team Gem content appear across both digital and physical activations including newsletters, social channels and appearances at events to November.
Josie Davis, brand manager for Team Gem at Moose Toys, commented: “We’re delighted to be partnering with British Gymnastics, and the championships provided the perfect event to launch with. It was a fantastic opportunity to introduce the Team Gem dolls to the heart of the gymnastics community, and the dolls had such a warm and wonderful reception from kids and their families.”