Skyrocket UK’s new line of collectable dolls Blume launched with a nationwide event at 168 branches of The Entertainer over the weekend.
Demo teams across all stores, supported by a host of influencers, YouTubers and bloggers, simultaneously ‘unblumed’ the first 22 unique dolls featuring, showcasing the revolutionary patent-pending reveal technology to amazed shoppers and online audiences.
At The Entertainer’s Kingston store, YouTube stars Ruby and Bonnie made an exclusive appearance and wowed the crowds, counting down and showcasing the unexpected doll opening experience. Children watched in amazement as the dolls unfolded from their pots and queued up to get hands on’ with Ruby and Bonnie to unveil their own Blume doll purchases.
Lindsey Scheftic, Vice President of Marketing at Skyrocket, says the company is “thrilled to see the initial reactions to the product at The Entertainer” and the amount of positive reaction on social media, as kids took to their favourite platforms to share their reveals.
“Blume dolls are anticipated to be this year’s hottest collectible toy line, having already made it to retailers’ top toy lists for Christmas,” she adds. “Product has really only just started hitting retail shelves in the UK and sell-through numbers are already off the charts. Early forecasts are showing a red-hot start for Blume.”
Twitter Party brand reveal promoted the event in the run-up, hosted by some of the UK’s leading parenting and family bloggers, which managed to trend on the platform – even charting ahead of the week’s important political news – and capturing the imagination and engagement of thousands of consumers at #blumedolls.
Blume dolls have a unique reveal mechanic, unfurling from their flowerpots with just a sprinkling of water. Each has 10 surprises to uncover, including a cool hairstyle, fashionable outfit and accessories, a cute mini friend and dazzling, sparkly sticker book. The first wave includes 22 blind-packed dolls, with four tiers of rarity: adorable, rare, super rare, and one ultra-rare doll to find.