One of the UK’s biggest selling toys in 2012, the Cabbage Patch Kids return in 2013 to celebrate their 30th anniversary.
The launch of the new line will be supported by an extensive ‘Memory Lane’ themed PR and marketing campaign, designed to introduce the collectables to a new generation of mums and daughters.
To start the festivities, an exclusive 30th birthday party was held in Hamleys with a guest list of over 150 UK media including national press, bloggers and competition winners who applied for tickets via a hosted competition on the Hamleys website. All were invited to meet and greet the Cabbage Patch Kids costume characters, with 80s-themed party games and activities across the store on the morning of 30th June.
Introduced to the mass market for the first time in 1983 by Xavier Roberts, over 125m Cabbage Patch Kids have been ‘born’ in the past 30 years; an average of eight babies born every minute. Now in its 30th year, the brand continues to expand with new introductions for 2013 including Wave 2 of the classic 14” one-of-a-kind Cabbage Patch Kids out now, and new soft-animal, themed Cuties. A collection of Wave 3 14” 30th anniversary Celebration Kids launches at retail this month, each with its own special celebration-themed outfit.
In the Autumn, the miniature series, named after the Babyland General Hospital, home of the Cabbage Patch Kids in the Georgia Mountains, delivers new Babies complete with nurturing accessories. The campaign will also be supported with TV spend of over 500 TVRs.
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