Moose Toys has a new property that aims to bridge the gap between preschool and kindergarten.
Kindi Kids will launch this fall with a line of four colorful bobblehead dolls — Marsha Mello, Jessicake, Peppa-Mint, and Donatina — each with glittery eyes, rooted hair, and changeable clothes. The dolls will include “magical” food-themed accessories that move, and the line will also include three play sets, including a bear fridge, kitty supermarket and bunny shopping cart. The goal is to spark imaginative play while guiding young kids toward kindergarten.
“Kindi Kids is more than a brand launch for Moose Toys. It’s an incredible opportunity to disrupt the preschool aisle to celebrate the major milestone of entering kindergarten for the first time,” says Paul Solomon, co-CEO of Moose Toys. “We’ve received great support from retailers, and this is just the beginning for Kindi Kids. We are building out a robust world with music and content, with more to come.”
Ahead of the toy launch at retail, Moose will introduce the world of Kindi Kids — Rainbow Kindi — with an original, musical YouTube series set to debut in June.
Marketing for the brand will include national TV, digital and social campaigns, and in-store point of sale materials. An influencer campaign will debut alongside a partnership with Instagram and YouTube stars Mila and Emma Stauffer — four-year-old twins who will create original content for Instagram and YouTube showcasing their own journey to kindergarten with Kindi Kids.