Mattel launches new franchise, Enchantimals

The line launches with 14 dolls and three playsets, alongside YouTube content.
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Mattel has officially launched its latest franchise in the form of animal-inspired doll toy line Enchantimals. The fantastical world of Enchantimals aims to celebrate the special bond between kids and animals.

Launching with 14 small dolls and three playsets, Enchantimals product aims to inspire stories of friendship, empathy and compassion towards all living things. The characters and stories come to life through a variety of short-form YouTube content and 60-minute televised special this fall. 

“At Mattel we are passionate about introducing properties that are both on-trend and purposeful,” explained Lori Pantel, SVP and GM for Girl’s Toy Box, “We’re essentially bringing a popular animal aesthetic inspired by social media filters and marrying it with product and stories encouraging empathy and friendship.” 

Enchantimals product ranges from $8.99 - $34.99 in the US, rolling out to retailers nationwide this Autumn, with a worldwide launch set to follow. Mattel will also be regularly updating fans with the latest from the Enchantimals journey on YouTubeInstagram and Facebook


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