Imagine, Create and Share with Miximals


London, 12th January 2018: Alpha Animation and Toys announces the launch of its new collectable range, Miximals. Imagine a world where you can create quirky mix-ups of everything you love – even animals! In the Miximals world, anything is possible. Encouraging children to imagine, create and share, the Miximals collectable range launches with over 30 characters to collect, collector packs and mobile mix up vehicles. There will be 4 series of Miximals throughout 2018 with additional playsets launching in autumn, allowing kids to create their very own Miximals world.

Miximals will launch on 13th January, with a strategic marketing plan centred around the #WhatCanYouImagine campaign. The official Miximals launch event will take place on Saturday 20th January at Smyths Toy Superstore in Staples Corner. The event, which will be hosted by presenter Dan from Fun Kids Radio, will see Kidfluencers Ruby Rube and Creative Celeste unveil their exclusive Miximal, featuring both of the girls’ favourite animals and characteristics.

Fans of the influencers will be invited to watch the grand unveiling, and be given a chance to meet and greet the YouTube stars, as well as enter the competition to name the Ruby/Celeste Miximal, with the winner being announced on Creative Celeste’s YouTube channel in February.

To create maximum cut through, the campaign will be supported with a dynamic marketing campaign encompassing TV, digital and social. TV will kick start the brands campaign launching on 13th January, supported with an impressive 1200 TVRs running through to Easter. 20 mini webisodes, hosted on YouTube, will sit at the core of the brands’ digital efforts, with 6 launching early February and the remaining rolling out over the Spring season.

From a social angle, the Miximals PopJam channel has just launched, and is set to introduce users to the unique world of Miximals. The platform will captivate new fans of the brand through fun and engaging Miximals themed content including games, quizzes and drawing competitions.

Last, but not least, Miximals fans will have the chance to hunt for the coveted golden Glitzy Mixie hidden throughout the Surprise Packs. Once found, kids can enter their own Miximal creation online at! 20 winners will be selected over the course of the year to have their character made and delivered in a beautiful display case, complete with certificate!

“With such a fantastic new product range coming to market, we wanted to create a special campaign that is both rewarding and highly relevant to our target audience,” began Kerry Tarrant, Marketing Manager at Alpha Animation and Toys. “With hugely popular Kidfluencers like Ruby Rube and Creative Celeste getting behind our campaign, and with all of the other elements within the marketing mix, we are certain that Miximals has all the ingredients to be a hit!”

Each Miximals Surprise Pack (RRP £3.99) features one Miximal character, a mixed-up accessory, and collector file. Also available is the Surprise Triple Pack (RRP £9.99) enabling kids to grow their collection of Miximals even faster! What do Miximals drive? A mobile mix-up of course! For Spring, there are two vehicles to collect; Whalekey’s Banana Submarine and Kittony’s Cattractor. Each vehicle comes with an exclusive character and accessories (RRP £12.99). Lastly, a must have for any Miximals fan is the Ultimate Collector Pack with 8 Miximals to grow their collection (RRP £24.99).

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