LOS ANGELES: Younique Gemz Dolls has tapped Mayo Communications to launch one of the first dolls for children of biracial or multiethnic backgrounds.
The Tornoto-based toy company hired its first agency as it prepares for this month's American International Toy Fair at New York's Jacob K. Javits Convention Center.
"We're branding the idea that you actually get a doll that looks like you," said George McQuade, VP of Mayo Communications, who noted that surveys that have found that girls are most interested in playing with dolls that share their unique ethnic and racial make-up.
The agency is also building an educational campaign around Younique Gemz scrapbooks that are sold separately from the dolls and encourage a dialogue about race and culture.
McQuade plans to target the toy fair's 750 media attendees. He also plans to pitch lifestyle and parenting media, toy trade publications, the multicultural press, and outlets that cover social issues.
The dolls, which will be released in June, are more than just toys, noted company president Debbie Goodland. "We're looking at encouraging children to explore their heritage," she said.
Mayo Communications will also plan ongoing media events, including launch parties in the US and Canada, for the company.