The Zelfs to star in store events across the UK

Published on: 9th August 2013

Character Options is hosting a weekend of fun at all four Hamleys stores across 9-12 August 2013, to mark the launch of The Zelfs.Zelfs300

The activity coincides with a month of fun in independent stores, with competitions, sampling and photo opportunities taking place throughout the UK.

The Zelfs are the new collectable dolls that have already received considerable media attention following Hamleys’ Christmas in June event. As one of its most important launches of the year, Character Options has put in place a full multimedia schedule of marketing that has already seen the launch of a collectors magazine, girls press features, competitions and a heavyweight TV advertising campaign.

The activities also includes delivering an experience at retail with staff wearing Zelfs wigs and t-shirts, displaying highly-visible POS and standees, while also sampling to the target market. In addition, the firm has launched a national Create a Zelf competition. Forms will be available in store with coveted prizes of complete sets of the  dolls.

Andrea Smith, Character Options’ brand manager, said: “The Zelfs has already got off to a great start with sales far exceeding expectation in the first week on shelf. We are ramping up the activity and taking the Zelfs to the heart of the high street with highly visible events. The sampling and giving out of collector’s posters is also a key part of the strategy as we know that these dolls are so adorable that once a girl has one she will want to collect them all.”

If you would like to receive our daily newsflash email, please enter your email address in the “sign-up” box at the top of the page; you can also follow us on Twitter and Facebook and request a print subscription here.


Friday Blog

On a positive note…it’s the Friday Blog!

Rainbow High welcomes six new dolls

More new roles added to Toy World’s recruitment section

Zombie Kittens wins Best Variant award at UK Games Expo

Obituary: Bob Simpson

Consumers urged to ‘shop small’ for Independents’ Day Weekend

Mighty Jaxx showcases collectibles at Silverstone F1

The July issue of Toy World is out now

BTHA presents Golden Teddy Award to Tim Hall

Gabe Hicks appointed senior game designer at Steamforged Games