Zapf Creation strengthens digital strategy with new website launches

Published on: 11th September 2020

Zapf Creation has launched two new mobile-friendly websites for Baby Annabell and Baby born.

Doll manufacturer Zapf Creation has launched two new websites for its Baby Annabell and Baby born brands as it strengthens its digital strategy for the UK market.

The new websites will reinforce brand positioning and align with social media channels to enhance customer loyalty and engagement, while working towards creating a clear style distinction between the two iconic brands.

Each website allows users to browse and shop the full collection, meet the dolls and discover new ways to play. Aligned with the target audience of millennial parents and gift-givers, the sites have been designed and developed with a ‘mobile first’ mind-set and work to take users on a journey through the product ranges and regular blog content with links to social media.

Kasia Leskow, Zapf Creation UK marketing manager, comments, “This is a really exciting next step for Zapf Creation in the UK. Having a targeted website with e-commerce capability will significantly improve customers interaction with our brands and help them make informed purchasing decisions. For the first time ever, customers will be able to browse and shop the full collection of Baby Annabell and Baby born products including dolls, clothing and a range of accessories all in one place.”

A series of sales incentives across all Zapf Creation brands is expected to entice customers and drive traffic to the website, including the recently announced ‘Backpack Bonanza’, in which consumers who spend over £50 on accessories and clothes on either the Baby Annabell or Baby born brands will receive a free branded backpack.

Zapf Creation is also introducing a discount of 10% off RRP for purchases across its website, when customers sign up to the newsletter. The offer is applicable to all products across both brands, including Baby Annabell and the new Baby Annabell Lunchtime Annabell as well as Baby born Soft Touch Girl and Baby born Soft Touch Sister Blonde.

To see the websites in action, visit for Baby Annabell and for Baby born.


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