Vivid Toy Group’s resurgent Sky Dancers brand took to the air – literally – for the launch of the revived toys on the landmark London Eye.
Celebrities such as Anna Nightingale, Vanessa Feltz, Imogen Thomas, Linda Robson and Abbie Quinnan were in attendance to see the take on the classic 90s in action, with Sky Dancers themed activities in the Eye’s iconic pods.
Sky Dancers, which sees dolls launched into the air via a pulk string in the base, sold more than 100 million units in their first incarnation.
“This was an incredible event that exceeded all our expectations on the day” comments Chloe Burrowes, Senior Brand Manager at Vivid Toy Group. “Sky Dancers have already launched to great demand and we’re seeing them fly off shelves, with the additional coverage from this event sales are set to grow to new heights. Working in partnership with Merlin Venues and Norton PR created a real WOW immersive brand experience that only added to the overall event and resulted in some amazing coverage across national media and influencer owned social channels. A perfect time of year to hold the event ahead of the busy Christmas period and media gift guide selection.”
