Licensees Focus


20 Nov - 2019

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Strong doll sales set solid foundation for Bulldog’s licensing programme

It’s sold over 12,500 dolls in just six weeks since launch and the YouTube channel has had over 36 million views to date globally, with the UK being the second largest territory for channel views. Kindi Kids has been named a top toy for Christmas by Argos, and recently received Editor’s Choice and Silver awards from MadeForMums, propelling it to new heights during the key Q4 selling period.

With such an impressive start to life in the toy aisles, it’s no surprise that Bulldog Licensing, who manages the licensing programme for the brand in the UK, received an overwhelmingly positive response to the brand at Brand Licensing Europe last month. And as the Moose Toys preschool doll collection goes from strength to strength, the Bulldog team is looking forward to the consumer products programme following a similar trajectory.

Vicky Hill, Licensing Director, Bulldog Licensing, comments: “Kindi Kids has got off to a flying start in the UK and the sales are phenomenal even at this early stage. With such a strong consumer appetite for the brand, there’s no doubt that the new kid on the preschool block will form the foundation for a hugely successful licensing programme, and we’re excited to discuss this further with licensees from a range of categories on the back of BLE.”

The Kindi Kids are quirky and colourful bobblehead dolls with magical accessories that move and come alive, sparking imaginative play, whilst guiding young children on their journey to kindergarten. Bringing a fresh and innovative spin on traditional doll play there is an extensive marketing campaign planned for the run-up to Christmas, in order to grow the brand and keep the dolls at the top of Christmas wish lists.

The 360-marketing programme includes a TVC campaign, which ran throughout October half term and continued until the beginning of November, coinciding with the launch of the Argos Christmas Gift Guide, which featured the popular dolls. Cinema ads will be running from the end of November through December.

YouTube activity is key for the brand and a pre-roll for webisodes continues to drive awareness. A parent-focused campaign will feature new content on a variety of news and lifestyle sites, with Netmums doing a homepage takeover, that will feature a buy now click through.

An extensive Kindi Kids influencer campaign is planned with pre-school activity packs, giveaways, and an influencer partnership that will push out tailored content to over 1.5 million followers.

Vicky continues: “The marketing support for the toy range for the launch and throughout Q4 is incredible and is certain to continue the brand’s early success. Announcements concerning major categories including apparel, accessories and home will be coming soon”.

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