Toy market news

Character Options launches new Little Live Pets lines with ‘most ambitious marketing plans for the brand to date’

Character Options is supporting its new AW21 collection of Little Live Pets launches with its ‘most ambitious marketing campaign for the brand to date,’ spanning TV, YouTube, and an ‘always-on’ digital strategy from July until Christmas, as well as celebrity product placement on social media platforms.

Last year, the range grew substantially, and it is now established as one of the leading youth electronics brands in the UK. The second half of the year saw the launch of a new style guide and a host of innovative new products, including the popular Gotta Go Flamingo.

Despite lockdown, the brand has started 2021 well, thanks to new series of core pets across the lower price points and continued demand for lines such as the Cozy Dozy Koala and the Gotta Go Flamingo. Little Live Pets remains one of Character Options’ leading brands and it will benefit from significant investment this year to secure its pole position in the electronic pets’ toy aisle.