Disney Princess takes over UK independents
Hasbro launches new Disney Princess doll range at 245 independent toy retailers
Hasbro's Disney Princess range took over independent retailers last week to mark the launch of the toy company's new Disney Princess Shimmer Dolls range on 1 December.
The Disney Princess takeover rolled out across 245 independent toy stores in the UK, who were the first retailers to market the new doll range, compete with new watercolour dresses.
Craig Wilkins, Marketing Director, Hasbro UK & Ireland, said: “By visiting the independent toy shops and picking up the Disney Princess dolls including Rapunzel, Jasmine and Belle, children will truly experience the magic of Disney in the lead up to Christmas.”
The initiative saw a number of in-store promotions, spearheaded by Disney Princess FSDUs, which were accompanied by a launch pack of shelf wobblers, window and takeaway posters. Visitors to the stores were invited to enter a Disney Princess colouring page competition to be in with a chance to win prizes.
The 11 Disney Princess Shimmer dolls feature Jasmine, Pocahontas, Snow White, Belle, Rapunzel, Cinderella, Ariel, Merida, Mulan, Tiana and Aurora. Each doll wears a shimmering gown in their signature colours with images from their stories and a special watercolour design, ready for little dreamers to play out magical moments.
Paul Reader, Product Selection Manager, Toymaster, said: “We’re delighted that Hasbro has chosen the independent toy stores as a platform to launch these prestigious new Disney Princess Shimmer Dolls before the new year. We look forward to being the first retailers to market and bring the magic of Disney and Christmas together.”