After striking a chord with boys via its line of Trash Pack collectibles, Australia’s Moose Toys is launching The Zelfs, a new line of girl-skewing dolls that center on hair play.
The Zelfs brand will be showcased by Canada-based The Licensing Shop at June’s Licensing Expo in Las Vegas and will be primed for a retail launch this fall.
The line is comprised of small, medium and large-sized dolls. Each of the 12 characters is identified by its hair and special power represented by a Zelfmark. Each Zelf comes with hair accessories including extensions, clips and brushes, which can be worn by the doll or its owner.
The product launch will be backed by a marketing campaign that includes TV advertising, a website, social media, webisodes and live events.
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