Instagram filters inspire Mattel’s new Enchantimals IP

Inspired by the popular animal aesthetic used in social media filters, the small doll line and short-form series launches this fall featuring a group of girls who are half animal.
July 19, 2017

Mattel has launched its newest franchise, Enchantimals, which features a group of girls who are half animal.

Hitting US retail shelves this fall, Enchantimals will feature 14 small dolls and three playsets ranging in price from US$8.99 to US$34.99. The characters will also come to life in short-form content on YouTube, as well as an hour-long TV special due this fall.

According to Mattel SVP and GM of Girl’s Toy Box Lori Pantel, the franchise is inspired by the popular animal aesthetic featured in social media filters, such as Instagram’s popular canine selfie feature. Each doll—including Felicity Fox and Bree Bunny—shares a ritual with her animal friend that celebrates its unique traits and personality.

Earlier this year, Mattel unveiled a five-pillar strategic plan designed to help the toymaker make major strides in creating digital content, internet-connected toys and products that promote learning. The strategy sees Mattel focusing on building its Power Brands—including Barbie and Fisher-Price—into 360-degree connected systems of play and experience.

Additionally, Mattel spent 2016 fostering digital influencer relationships and capitalizing on the changing nature of marketing in order to grow its credibility and sales. These efforts led to two million new subscribers across its digital channels.

And before launching its new Enchantimals brand, Mattel put a fresh spin on its iconic Ken doll. The toymaker recently expanded its Fashionistas line with 15 new Ken dolls, featuring three body types—slim, broad and original—as well as seven skin tones, eight hair colors, nine hairstyles and modernized fashions that range from business attire to athletic wear.

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