New fun and easy-to-use kit will be supported with a dedicated influencer programme and TV advertising later this summer.

Tomy is adding to  its ever-growing arts & crafts category with the launch of Maché Magic, which combines DIY paper-maché making with the ever-popular handmade gifting trend.

Maché Magic is said to be the perfect addition for children who love bringing their imaginations to life through creating their very own unique shapes and designs to give to their friends and family. It is easy to use, requiring only toilet paper and water, meaning no messy paste, and with no batteries needed.

The Maché Magic kit comes complete with heart-shaped and egg-shaped moulds, glitter glue pens and decorative sticker sheets, alongside the Maché Magic Craft Maker giving endless opportunities to be artistic. Creating paper maché has never been easier – all children have to do is twist, press and gift, making it a fun and versatile activity, perfect for the summer holidays.

Mary Wood, general manager for UK & Ireland at Tomy, said: “There’s been a growing trend for homemade gifting and Maché Magic perfectly taps into this, allowing kids to explore their creativity and artistic flair. Arts & crafts is a key category for us, and we’re excited to introduce Maché Magic as a brand-new product within our portfolio.

“We’re supporting the launch with a dedicated influencer programme and TV advertising from September to really highlight how Maché Magic provides the perfect option for parents looking to keep their children entertained in the upcoming school holidays while encouraging their creativity.”

Designed for 6 to 9-year-olds, retailers can contact Tomy’s customer services for stock on 01392 281927 or click here for more information.