Moose Toys has entered the fashion collectible space with Capsule Chix. Kids and collectors can craft more than 4 billion possible fashion combinations across four different style collections with the new line of dolls.
This week, Nicole Richie — founder of the House of Harlow 1960 fashion brand — partnered with Moose to launch the collection at an intimate event in New York City, showcasing her own combinations from the Capsule Chix collections of RAM Rock, Giga Glam, Sweet Circuits, and Ctrl+Alt+Magic. Richie “dialed in” her own take on 13 unique styles that can be seen in a digital lookbook.
“It’s so important for me to show children that individuality and confidence are meant to be applauded,” says Richie. “Capsule Chix celebrates and encourages kids to express themselves and be unique, offering fun with real intention, which is why I was so excited about this collaboration.”
Capsule Chix is the latest evolution of the growing unboxing trend, offering kids a new way to experience the surprise, with a package inspired by the popular gashapon vending machines of Japan. The packaging, like the vending machines, dispenses surprise capsules by turning the dial. Capsules can include hairstyles, tops, bottoms, shoes, and various accessories to create one complete doll. Pieces can be mixed and matched with those from other dolls and collections to create unique style combinations.
“At Moose, we’re constantly pushing the envelope and creating trends. With Capsule Chix, we designed a completely customizable fashion doll with an unboxing experience that’s never been done in the toy aisle,” says Paul Solomon, co-owner, Moose Toys. “We are delighted to partner with Nicole to bring our message of encouraging individuality through style. Nicole is a relatable fashion icon, and we couldn’t be happier to showcase her collection ahead of New York Fashion Week.”
Capsule Chix are available at retail now.