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Cabbage Patch Kids celebrate 30th anniversary with new product launches and Hamleys takeover

The Cabbage Patch Kids were launched 30 years ago

The Cabbage Patch Kids have celebrated their landmark 30th anniversary by taking over Hamleys toy store in London for a special birthday celebration.

In addition to celebrating the milestone the Cabbage Patch Kids are also launching a new range for 2013 that will be supported by an extensive 'Memory Lane' themed PR and marketing campaign designed to introduce the collectables to a new generation.

As part of the Hamleys takeover over 150 members of the UK media were invited to a meet and greet with the Cabbage Patch Kids at a special 80s themed party.

The new dolls feature a second wave of the classic 14" one-of-a-kind Cabbage Patch Kids, a new soft-animal themed Cuties range and special 30th Anniversary Celebration Kids, each with its own celebration-themed outfit. In the autumn the brand is also set to release a miniature series - 'Babyland General Hospital'.

A new TV ad campaign with significant spend will also assist the new launches.

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Gillian West

Gillian West is The Drum’s social media manager and works to ensure The Drum’s content reaches followers across platforms including Twitter, LinkedIn, Facebook and Instagram in an engaging, relevant and timely manner. Based in Glasgow, she has been actively involved in building The Drum’s Creative Works brand for over three years now and has interviewed major creative figures including Rankin, Peter Souter, Rosie Arnold, Bob Greenberg and Vicki Maguire. During her time at The Drum she has attended events such as Cannes Lions, the Edinburgh International TV Festival, Art Director’s Club Europe, D&AD and more.

All by Gillian