NEWS

The Zelfs takes over Hamleys

Published on: 10th October 2013

From mid-September through October, The Zelfs is taking over the Hamleys front window on Regent Street.Westminster-20131001-00014-

Character Options is reporting a strong start for its new girls’ collectable, The Zelfs, with many retailers selling out. The Zelfs launched in July and TV advertising, a one-off collector’s magazine, print campaigns, retailer events and collector’s posters have contributed to its strong start. In addition, a multiple sales redemption initiative for the limited edition Miss Clover Zelf has ensured repeat purchases.

Andrea Smith Character Options’ brand manager, commented: “A Hamleys window is always a much sought-after spot to show a new brand at its best and The Zelfs are instantly recognisable and will make a great display. Encouraging girls to start a collection is very important to this brand, and what better way to do so than with a treat from the most famous toy store in the country.

“Our redemption campaign has also been highly successful and we have had hundred of requests for the limited edition Zelf. This part of the launch plan has been perfectly timed for girls to go back to school talking about their new treasured Zelfs collection which includes the much-prized Miss Clover.”

Christine Redford from Morleys Toy Shop commented: “We have a whole spread of brands in the shop, but it’s The Zelfs that are flying off the shelves. What is nice to see is that people are already talking about Zelfs being the perfect stocking fillers so we are expecting a further uplift for the festive season.”

Olivia Noone, Girls buyer at Smyth’s Toys, added: “The medium Zelfs are a hot toy for us at the moment, and you can see girls looking for particular characters to add to their collection. We are very excited about the future sales for this brand.”

TV advertising will continue through the Autumn with more retailer activity and girls’ print campaigns.

The Zelfs can be seen on the Lisle International stand at BLE (F070).

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