Playmobil is readying the launch of EverDreamerz, a new concept for the toy company that targets the collectable market with a blend of digital and real-world storytelling.
The brand, aimed a tweens and pre-teens, revolves around five best friends: Viola, Rosalee, Clare, Starleen and Edwina, who each have unique personality quirks.
The five teenage girls discover a magical amulet which allows them to enter their dream worlds and meet new friends along the way. The first series, available from March 2020, sees the friends venture to Rosalee’s colourful Candy World dreamscapes the evil Lady Nightmare tries to turn the girls’ dreams into nightmares.
The product range focuses on unboxing, with each pack including a figure, collectable cards, a bracelet, beads, charms and accessories, as well as stickers to complete a free sticker booklet. There are 12 additional characters alongside the core fivesome to collect, from Mrs Milkshake to Mr Cookie Bear, Kimby to Karmela.
A second series coming later this year will focus on Comic City, Edwina’s dream world where everything can be both drawn and erased. A second set of surprise figures will be released along with the main characters.