Mattel enjoys ‘strong response’ to Shimmer and Shine master toy line

Response to the master Shimmer and Shine toy line has been billed as strongly positive among the toy trade according to the property’s toy partner, Mattel.

Under partnership with Nickelodeon, the global toymaker is now preparing to extend its collection of toys based on the hit children’s pre-school property into the New Year.

Developed as part of the company’s Fisher-Price pre-school umbrella, the new collection will be launching in 2017 with basic and deluxe dolls and accessories which will include talking and singing dolls, basic six-inch dolls and play-sets including the Float and Sing Palace and Leah’s Magic Mirror room.

“The range has had a really positive reception from the trade,” Wendy Hill, marketing director at Mattel told

“It’s a great property and really lends itself to a cute, fun, toy range. We are looking forward to seeing the results from the resent launch, and the continuing support we’re receiving at retail.

“The property is a fantastic canvas for a toy range, the characters are very cute and very toyetic and their magical world and engaging storylines foster imaginative play and the theme of resilience in pre-school girls.

“The shimmering adventures of the twin genies in training really lends itself to an immersive and interactive toy line with lots of features and magical surprises that children will love.”

The new collection will be launched with what Mattel has described as a ‘robust marketing campaign’ that will cover all consumer touch points, including a big voice in the digital space.

“The digital space is a great platform for a brand like this with such strong visuals and characters, we can really bring the brand to life creating awareness and stand out for the property,” continued Hill.

“The pre-school market is a competitive space, but Shimmer and Shine is a fun new property that is bringing something new and fresh to the category.”

As it prepares to launch the new line to retailers in the coming months, Mattel has laid out its plan to continue to expand and build on the property.

“Outside of toys, as you’d expect, products in every pre-school girls’ category will come throughout next year,” said Hill.

“There will be no escape from a shimmering takeover at retailer in 2017,” she concluded.

About Robert Hutchins

Robert Hutchins is the editor of and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent almost eight years with both ToyNews and, and what now seems like a lifetime surrounded by toys. You can contact him by emailing or calling him on 0203 143 8780 You can even follow him on Twitter @RobGHutchins if ranting is your thing...

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