My Garden Baby introduces diverse dolls, new colourways and adorable butterfly babies encouraging kids to cultivate an appreciation for nature and the world around them. My Garden Baby will capture the attention and imagination of children with it’s bright aesthetics, diverse doll offering and classic nurturing play patterns.
The range includes My Garden Baby Feed and Change doll assortment (aged 3years +), which is a fantasy-themed baby doll with drink to wet feature, reusable nappy, removable clothes, wings and more! Packaging also becomes a crib! The Berry Hungry Baby Butterfly Assortment (aged 2years+), with a colour change feature, detachable wings for dress up play and delicious scented hair. Finally, for younger fans, the My First Baby Butterfly Assortment (aged 18 months) were born for cuddles, with soft bodies and plush wings that fold into swaddles.
Mattel will launch the new dolls with a 360-degree marketing plan, including extensive TV and BVOD advertising, Sponsorship, E-CRM, retailer competitions and influencer activations that will bring the magic of My Garden Baby to life. Mattel’s strategic launch into nurturing dolls will have activations running from June through until the peak Q4 selling period, with expansions planned for 2022.
Kelly Philp, Marketing Director of Mattel UK explains: “We are really excited to be launching My Garden Baby; it’s an exciting and fresh new addition to the nurturing doll aisle, whilst expanding our offering in the broader dolls category”.