MGA Entertainment’s newest brand, Yummiland, is leveraging influencer partnerships to launch its Lip Gloss Dolls line, coinciding with the UK back-to-school season. 

According to Toy World Magazine, the campaign targets girls aged 4-9 and has already reached over 1.7 million viewers across Instagram and TikTok.

Yummiland’s strategy centers on family-oriented influencers who create content showcasing the dolls and demonstrating how to make the scented, shimmery lip glosses included with each product. The brand provides influencers with custom-branded backpacks, encouraging them to clip the dolls onto these accessories as a back-to-school feature.

“It’s incredible to see the positive reaction to the Yummiland Lip Gloss Dolls – not only from retailers but now directly from the consumers, through social media,” said Pamela Justice, head of Marketing at MGA Entertainment UK & Ireland, in a statement. “We can’t wait to see the success of this brand as the rest of the season unfolds.”

Toy World Magazine reports that the campaign’s content has garnered over 240,000 views.

The Yummiland product line includes individual Lip Gloss Dolls retailing at £9.99, Large Dolls at £24.99, and a Lip Gloss Truck at £29.99. These items are currently available for purchase.

To support the launch, Yummiland is implementing a multi-platform marketing approach. This includes video-on-demand (VOD) activities and YouTube campaigns targeting their core demographic. Additionally, the brand is running Meta campaigns aimed at parents.

MGA Entertainment plans to continue supporting the Yummiland brand throughout the season with PR efforts and ongoing influencer collaborations.