Funrise UK is celebrating a highly successful first few weeks of US sales for its stunning new girls’ property Bright Fairy Friends. The company is now preparing itself for its UK marketing drive ahead of the brand’s domestic debut in early September.
Bright Fairy Friends features 12 stylish characters, each with their own four surprise accessories, which are perfect for collecting. Each colourful fairy doll comes housed in its very own fairy home with bright, motion-activated twinkle lights as well as light-up fairy wings. Supported by major retailers in the US including Walmart and Target, the team has been astounded by the early read on sales, with almost 30 per cent of inventory sold in the first weeks alone.
The US retail launch has been accompanied by a new animated content series on YouTube which chronicles the friendship and adventures among all the Bright Fairy Friends and has achieved over one million views to date. Added to this has been a flurry of US influencer activity, which will continue throughout the season. A brand commercial featuring the dolls has been created for TV and digital pre-roll later this season.
Now the UK’s launch is imminent with first on-sale dates expected this week. The launch will be supported with UK-specific influencer activity, mass social seeding with influential mums, a full schedule of girls’ print ads and a heavyweight pre-roll campaign that will deliver almost 1.6m views to girls aged five to nine. In-store activity includes innovative motion-sensor activated FSDUs, plus individual social support for partners.
Speaking of the launch James Dixon, UK and Ireland commercial director, said: “We are really excited to hear the numbers that are coming from the US. There is no doubt that BFF is a very special property that delivers collectability, a stunning toy and the magic of discovery and couples these essential elements with the very special twinkling fairy house feature. It really does offer something new and different to the marketplace.”
For more information about Bright Fairy Friends email SalesUK@Funrise.com