Zapf launches Baby born Surprise Mini Babies

Published on: 22nd July 2021

The adorable new 6cm Mini Babies collection sees the brand entering an exciting phase in its collectibles journey.    

New to the Baby born Surprise Mini Babies range is the multiple character surprise reveal, with bundles including either a set of twins or triplets. There are nine food and garden themed sets to collect, with tiny new friends including Garden Peas, Banana Peels, Cheeky Monkeys and Berry Sweets.

Ideal for imaginative play, and delivering on Baby born Surprise’s core values of collectability, unique baby themes and surprises, each doll is blind packed in a stackable crib. There are a raft of surprises for youngsters to unbox, including a swaddle, a bed, a birth certificate, an eye colour reveal and collector’s guide, plus moveable arms and legs. The biggest surprise of all is which characters collectors will discover: will it be twins, of which there are six sets to find, or the rare triplets, the remaining three sets that make up the first series?

To support the launch, the new Mini Babies range is being promoted across TV and digital throughout the summer, targeting both children and adults. In addition, a PR influencer-led campaign went live across the weekend to raise awareness amongst an engaged social fan base. Partnering with a selection of parenting influencers with twins and triplets, influencers developed a series of Instagram Reels, alongside additional social media support to promote the new collection.

Arriving in autumn, Baby born Surprise fans can also look forward to the bunny-themed Baby born Surprise Mini Babies Bus Playset, which can seat more than 20 twins and triplets and also doubles up as a playground, with moveable swings, strollers, a merry-go-round and a seesaw. Ideal for travel as it can be folded away easily, the play set also comes with an exclusive swaddle and twin babies.


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