MINILAND DOLLS LAUNCHES A MAJOR CINEMA ADVERTISING CAMPAIGN FEATURING A 30 SECOND AD TO RUN NATIONALLY THROUGHOUT THE COMING WINTER AND SPRING SCHOOL HOLIDAYS. THE BESPOKE AD WAS CREATED ESPECIALLY FOR AUSTRALIA BY MINILAND HEAD OFFICE IN SPAIN AND IS CALLED ‘A WORLD OF BABIES’.
THE AD IS DESIGNED TO COMMUNICATE THE KEY VALUES OF MINILAND, NAMELY THAT THIS MULTI-RACIAL DOLLS RANGE HELPS CHILDREN DEVELOP THE SOCIAL SKILLS NEEDED TO UNDERSTAND THE CONCEPTS OF FAMILY, GROUPS, RELATIONSHIPS, COEXISTENCE AND, MOST IMPORTANTLY, RESPECT FOR DIVERSITY. VISUALLY THE AD DRAWS ON THEMES OF GLOBAL TRAVEL, ADVENTURE AND THE ANTICPATION OF DISCOVERY STARTING IN A CHILD’S NURSERY AND REACHING OUT TO THE HIGH SEAS AND BEYOND.
Paula Opfer co-founder of Axis Toys, the wholesale distributor of Miniland Dolls here in Australia and the largest importer of Miniland Dolls anywhere in the world explains that the ad is part of a larger campaign designed to embrace the Miniland community as a whole and its values. “People are so passionate about Miniland Dolls – they want their children to grow up with the Miniland ethos of tolerance and acceptance and all the skills that come with play and interaction with the range that includes Caucasian, Asian, African and Hispanic dolls of various sizes. But it doesn’t stop there,” says Paula. “There is a real and very talented community out there that design handmade clothes and accessories for Miniland Dolls and even cots, baskets and more,” she explains. We wanted to include their creativity in this ad since they are part of the Miniland family so in addition to featuring the Miniland Dolls clothing range, we also sent bespoke outfits to dress some of the dolls for the shoot and I think you will agree the results are extraordinary. The line-up includes big names in the Miniland community including Etty & Boo, Rumi’s Wardrobe, Tailoring for Miss Polly, Isobel & Lulu and The Lane & Co”
Jemma Groves, owner and head creative behind Miniland fashion label Isobel and Lulu and one of the brands featured in the ad was delighted to be part of the campaign. “I was inspired by my two beautiful girls to start my business making Miniland Dolls clothes as they loved their dolls so much and I loved the values they were learning. It’s wonderful to be part of this passionate, highly creative community that lives and breathes the Miniland ethos,” she explains.
Michelle Gibbs, Creative Director of another key Miniland fashion label, Tailoring for Miss Polly was also featured in the ad. “To be included in “Miniland's” advertising is a privilege and we feel honored to have been approached,” said Michelle. We started designing for Miniland in 2016 and have seen the community flourish. It’s been a joy to be a part of it all. It’s difficult to put into words how happy it makes us when we see the big smiles our little outfits bring to everyone who enjoys dressing their dollies. We are excited to see what the future holds.”
Activities to compliment the ad campaign center around the strong and ever-growing online community. “We will be working with key influencers to help spread the word about the ad with Miniland fans (and they are fans!) having the opportunity to win Miniland Dolls and movie tickets over the holidays,” says Paula.
“In the Spring School holidays we are also looking into the logistics of arranging a competition whereby entrants have the chance to win a family trip to Spain to visit the Miniland Dolls factory and enjoy some of the highlights of Spain. Stay tuned on that one,” says Paula.
To view the range: https://bit.ly/3jIUDDg
Join the conversation at: @minilanddollsAus @axis_toys #miniland #VIPminiland #dollsthatlooklikeme.
ENDS - For more information, please contact Fiona Andry, The Gipps Street Agency,
email@example.com, 02 9661 6191.
To see the delightful 30 second commercial: