The launch of a new toy for girls is happening at Walmart stores in Hartford. Shopkins, small, grocery-themed collectibles from Moose Toys, hit shelves here on June 30th and will be available nationwide by the end of the year.
Check out my Q & A over email with Tamara Stewart, Vice President of Marketing at Moose Toys, who explains this endeavor:
Why was Hartford chosen for the launch of these toys?
Last June, we chose to launch another collectible toy, The Zelfs, in Hartford at Toys “R” Us and Walmart stores. It was a successful market launch and therefore we wanted to bring back our newest girls collectable range, Shopkins, back this year. We believe the Hartford, CT, region is a good launching market as the community is supportive of new trends and launches for product. Further, we feel the consumption habits of the community are representative of the nation, from a product selection perspective.
Are they only available at Walmart?
While Shopkins is just becoming available nation-wide, Walmart stores in the Hartford region have supported the launch with some in-store execution and kids will be able to search for their favorite Shopkins characters! They may even be lucky to find the Limited Edition Cupcake Queen –there are only 100 of them to be found, WORLDWIDE!
As a mom of boys, they remind me of "Trashies". Are they similar to these collectible toys?
The Trash Pack was a very successful boys toys line for us with over 250 MM Trashies sold worldwide. Shopkins are also small collectibles toys but are geared towards girls. They are super cute, super tiny, grocery-themed collectibles that are inspired by items found in each aisle in the grocery store. They also come in adorable shopping bags or shopping baskets – and early reads on sales are showing that girls love the baskets! There are over 140 different Shopkins characters to collect and trade, including Rare, Ultra Rare, Special and Limited Edition characters that have special finishes and are grouped by the different sections within the supermarket, from Sweet Treats to Frozen Food to Health and Beauty themed Shopkins! Who wouldn’t want to collect Le’Quorice, Millie Shake, Candi Cotton or Bubble Tubs!
What does a girl get out of these toys? IE: are they educational or simply fun?
Young girls will get hours of non-stop imaginative play out of their Shopkins collection! They will also be able to strategically collect and trade to grow their collection to include the rare and limited edition Shopkins – many fans often keeping up to date with our social media coverage on what’s available at retail stores, to reading blogs of other fans who have located the rare characters, and in some cases, fans resorting to trading their double-ups on eBay! There is additional play value with the miniature fun and interactive playsets which will be available later this year. Girls can build a ShopkinsWorld with the Themed Playsets - available for Fall are the Spin Mix Bakery Stand, the Easy Squeezy Fruit and Veg Stand, and the Small Mart. Each playset has moving elements contained within, such as a mini mixer at the bakery, scales in the Veg Stand, and a check out in the Small Mall, for girls to conjure many adventures for their Shopkins collection!