The Entertainer has launched a major multichannel campaign to celebrate BABY born’s 30th birthday, with activations in-store and online expected to reach thousands this month and next.

The leading nurturing doll brand first arrived in 1991 and has been encouraging development through creative play for the past three decades. In honour of this milestone, BABY born is launching four new dolls this year with a ‘Magic’ function, alongside a limited-edition Happy Birthday themed range with outfits and accessories, so little ones can host their own celebrations at home.

BABY born has also teamed up with toy retailer The Entertainer to spread excitement around the special anniversary. A total of 54 stores across the country will deck out their windows for a BABY born birthday party, and all 171 stores will mark the occasion with in-store displays.

Vtech Marble Rush

Shoppers at The Entertainer will be gifted a free BABY born backpack (subject to availability) when they spend £50 on any BABY born products between now and 13 October. Meanwhile online, the BABY born birthday celebrations will be in full swing. Shoppers will be invited to try their luck in a social competition to win a bundle of BABY born prizes, and the website homepage will pay homage to BABY born’s big birthday. In addition, The Entertainer customers will learn all about the milestone through a dedicated email newsletter.

“We’re pulling out all the stops for BABY born’s birthday, and we’re delighted that so many of our customers will get to join in the fun through this partnership with The Entertainer”

Zapf Creation marketing manager Kasia Leskow

Zapf Creation marketing manager Kasia Leskow said: “We’re pulling out all the stops for BABY born’s birthday, and we’re delighted that so many of our customers will get to join in the fun through this partnership with The Entertainer. As generations have now learned, from looking after a baby in need of love, to having a best friend for great adventures, the possibility for play is endless with BABY born by your side.”

Geoff Sheffield, chief commercial and marketing officer at The Entertainer, added: “We know that BABY born is loved by grandparents, parents and children alike, thanks to its 30-year legacy. At The Entertainer we’re pleased to be inspiring families across the country to get involved and celebrate this special milestone with their dolls.”

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