Skechers gets omnichannel with Twinkle Toes
Skechers is teaming up with a U.S. toymaker to execute an omnichannel launch of a new line of dolls based on the retailer's most popular character.
The initial launch of the Twinkle Toes line includes four unique dolls that stand 6.5-inches in height dressed in colorful, fashion-forward outfits and light-up Skechers Twinkle Toes shoes that complement their bright personalities.
Additionally, beginning in July, 11 Skechers will unveil webisodes featuring the Twinkle Toes doll characters, to be released bimonthly onTwinkleToesUSA.com. Each webisode will follow the adventures of the four “Twinkle Girls” as they encounter life lessons and themes such as friendship, the importance of education, and setting goals.
“We’re thrilled to see our most popular Skechers Kids character brought to life in this new Twinkle Toes doll line from JAKKS Pacific,” said Skechers President Michael Greenberg. “Twinkle Toeshas consistently been our top performing children’s footwear line since its introduction in 2008, and the global success is evident not only from the popularity of the footwear collection, but also with the broad appeal of the Twinkle Toes character. JAKKS’ Twinkle Toes doll collection and webisodes will allow children to use their imaginations and interact with their favorite SKECHERS character in an exciting new format.”
The Skechers Twinkle Toes doll line is now available nationwide at Toys “R” Us and is scheduled to launch at select Target retail stores in Fall 2015.
“Kids already know and love the Twinkle Toes character, and we are thrilled to partner with SKECHERS to create engaging content, and bring these fun and loveable characters to life,” said Stephen Berman, CEO, JAKKS Pacific. “JAKKS is bringing creativity and innovation to this franchise to extend children’s love of the Twinkle Toes brand in a whole new way.”
