September relaunch to be coupled with exclusive fashion collection and jewellery range in Selfridges.

Iconic 90s brand Polly Pocket relaunches this September with an extensive marketing and PR campaign. British American designer Mimi Wade has collaborated with Polly Pocket to create a Polly Pocket x Mimi Wade capsule adult clothing collection. Accompanying jewellery, by Mimi Wade and Vicki Sarge for Polly Pocket, will launch alongside the fashion collection, exclusively in Selfridges Oxford Street and selfridges.com on Friday 17th August.

“Polly Pocket may be small, but she’s not to be underestimated. This collaboration is for all the little girls doing big things,” commented fashion designer Mimi Wade.

Dresses in pistachio, lilac or baby pink are available, as well as Baby Crop Lace Trim T-shirts, adorned with specially created single graphics. A classic Unisex T-shirt of each design completes the range. Mimi Wade and Vicki Sarge for Polly Pocket Jewellery incorporates Swarovski crystal, pearl and rhinestone beads, as well as original Polly Pocket figurines, resulting in a series of clip-on and pierced earrings, necklace and bracelets.

Commenting on the collaboration, Mimi Wade revealed: “The definitive message for me is that great things come in small packages. It’s about your character and attributes, rather than your physical stature. For this collaboration, I wanted to highlight the idea of Polly being this tiny adventurer and was thinking about films that play with the element of perspective, like Honey I Shrunk the Kids, The Taste of Tea, The Borrowers and Land of the Giants, when I came up with the graphics.”

She continued: “I was fascinated by Polly Pocket as a child – being able to carry around a pastel coloured dream world in your pocket still remains a charming concept.”

The new Polly Pocket will launch a refreshed look that nods to the brand’s heritage and surprise factor, with new miniature worlds and miniature compact themes. The product line is accompanied by an animated series that follows Polly and her friends as they embrace big adventures in a shrunken size, thanks to Polly’s magic locket, and will air on Pop this September. Polly Pocket hits shelves in early September.