IMC Toys: VIP Pets Mini Fans Leads Kids’ Fashion Week
In a nutshell
How do you begin to make the coolest of pocket-sized pet dolls, even cooler? That was the challenge for IMC Toys’ new collectables range VIP Pets and their diminutive devotees, VIP Pets Mini Fans. These cool, crazy pet dolls share a strong passion for hair fashion and love to experiment with latest styles on their extra-long hair. With that in mind, where could these most stylish of dolls take centre stage to show off their sass and the very coolest of creations?
Approach
Spring forward to London Fashion Week - THE most iconic event in the fashion calendar. Marry this with the approach to visually dial-up creative empowerment and demonstrate how nothing quite completes an outfit like a super-cool hairstyle. Then, drop this into a glamorous and influential environment to target and reach a diverse and inclusive kid audience. The result? Mini Mode: Global Kids’ Fashion Week.
This global kids’ fashion platform navigated Covid-19 lockdown restrictions by hosting its very first virtual catwalk to showcase both emerging designers and major kids’ brands during London Fashion Week. We brokered a strategic partnership to transform the pet dolls into a runway success, with the objectives to deliver awareness and exposure direct to consumers across social channels, via a visually appealing creative platform.
Execution/Results
VIP Pets Mini Fans made their modelling debut and took to the catwalk to accompany models showcasing an eclectic mix of established and emerging childrenswear designers from around the globe.
Wearing the hottest pieces in childrenswear, the mini models donned a collection of show-stopping wigs inspired by the pet dolls’ long, colourful hairstyles. Showing off their fabulous runway styles – from ultra-long, multi-coloured plaits and ponytails to loose curls in vibrant brand shades of pink, purple, red, green, blue and yellow – the hair translated fantastically onto the catwalk to create a striking statement.
The wigs were handmade as exact life-size replicas of the styles and colourways seen on the pet characters. The models accessorised their looks by carrying the VIP Pets Mini Fans dolls, creating an ‘en vogue’ catwalk craze while heightening brand awareness in a relevant and immersive environment.
To complement the live event, we implemented an earned fashion influencer campaign with a mix of macro and niche micro influencers, including some of the show’s models to ensure continuity and connectivity. Influencers were gifted with a collection of the VIP Pets Mini Fans dolls and challenged to style their own creations, while encouraging discussion around hobbies to further engage the audience.
Video coverage of the show was presented on Mini Mode’s fashion industry and consumer YouTube channel, and an exclusive film was created with focus on the VIP Pets Mini Fans custom wigs. Mini Mode newsletter inclusion, Q&As, competitions, and gifted posts were realised as part of the partnership. Total impacts from the campaign included 90+ pieces of content, reach of over 1million, over 11,000 total engagements, and over 11,000 video views.
“Working with VIP Pets Mini Fans has been a dream”, say’s Amanda Rabor CEO and founder of Mini Mode, Global Kids Fashion Week. “The product is both creative and fun and the clients loved the idea of incorporating them with wigs into a kids fashion show. The actual show is dynamic and fun just like the toys. The kids LOVED them!”
