The Disney Princess takeover will roll out across 245 independent toy stores in the UK.
Hasbro and Disney Princesses are bringing a touch of magic to independent retailers across the country for the launch of the new Disney Princess Shimmer Dolls range.
The takeover initiative will see a number of in-store promotions, spearheaded by Disney Princess free-standing display units (FDSUs), which will be accompanied by a launch pack of shelf wobblers, window and takeaway posters coming to 245 indie retailers across the UK.
Visitors to the stores will be invited to enter a Disney Princess colouring page competition to be in with a chance to win prizes.
The 11 Disney Princess Shimmer dolls feature Jasmine, Pocahontas, Snow White, Belle, Rapunzel, Cinderella, Ariel, Merida, Mulan, Tiana and Aurora. Each doll wears a shimmering gown in their signature colours with images from their stories and a special watercolour design, ready for little dreamers to play out magical moments.
“We can’t wait for families to see the new range of Disney Princess dolls in their dazzling watercolour dresses at independent toy shops across the UK," said Craig Wilkins, marketing director, Hasbro UK & Ireland.
"By visiting the independent toy shops and picking up the Disney Princess dolls including Rapunzel, Jasmine and Belle, children will truly experience the magic of Disney in the lead up to Christmas.”
“We’re delighted that Hasbro has chosen the independent toy stores as a platform to launch these prestigious new Disney Princess Shimmer Dolls before the new year," added Paul Reader, product selection manager at Toymaster.
"We look forward to being the first retailers to market and bring the magic of Disney and Christmas together.”