Australian toy business, Moose Toys, is set to disrupt the preschool category, with the launch of its new property, Kindi Kids.

The Kindi Kids line will be made up of four bobblehead, accessorised dolls – Marsha Mello, Jessicake, Peppa-Mint and Donatina – which will help to guide young girls throughout their journey to kindergarten. The range will also include three playsets that are interactive and contain moving parts.

The line will be complemented by original YouTube content which will air in June, helping to bring the Kindi Kids and the world they live in, Rainbow Kindi, to life.

The launch will be supported by an extensive marketing campaign, which will see national television, digital and social campaign coverage, as well as in-store point of sale materials. The brand will also be supported by an influencer campaign which will include a partnership with Instagram and YouTube stars.

Co-CEO of Moose Toys, Paul Solomon, said that the brand has already received encouraging support from retailers.

"Kindi Kids is more than a brand launch for Moose Toys. It’s an incredible opportunity to disrupt the preschool aisle to celebrate the major milestone of entering kindergarten for the first time.

"We’ve received great support from retailers, and this is just the beginning for Kindi Kids. We are building out a robust world with music and content, with more to come."

Co-owner of Moose Toys, Jacqui Tobias, said that the business' goal is to assist young girls with their transition to kindergarten.

"As young children enter kindergarten, often the most difficult aspect for them and their parents is the transition, but with the help of their upbeat, colorful and positive Kindi friends, their experience can be transformed to a happy, fun and safe adventure.

"Our goal in introducing a new girls’ line to the preschool category is to help young kids discover their voice and develop their individuality, imagination and confidence in their journey to kindergarten."

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