When your product is all about confidence, creativity, and showing off your style, the way you celebrate its launch should be just as expressive.

To mark the arrival of Dress To Impress Mystery Dolls, we worked with our client Click and PhatMojo to bring the brand to life in Smyths Toys Superstores across the UK.

Taking place across 10 UK locations – from Glasgow to Bristol – this nationwide day of activity gave children and families the chance to step into the Dress To Impress universe, celebrate their individuality, and get hands-on with the new Mystery Dolls.

From treasure hunts and creative play zones to fashion-themed photo moments, giveaways, and an exclusive design competition, every detail was crafted to reflect the brand’s core values of self-expression and playful confidence.

Retailing at £12.99, Dress To Impress Mystery Dolls had already struck a chord with shoppers – and this playful celebration gave kids a memorable chance to connect with the brand in person.

We call that dressing to impress!