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Australian toy business Axis Toys, has ramped up its advertising and marketing spend for one of its key brands, Miniland Dolls.

As the largest importer of Miniland Dolls in the world, Axis has launched a cinema advertising campaign for the winter and spring school holidays.

The advertisement was created especially for Australia by the Miniland head office in Spain and has been dubbed 'A world of Babies'. Centering on the key values of Miniland – multi-racial dolls help children understand family, groups, relationships, coexistence and diversity – the ad incorporates themes such as international travel, adventure and anticipation.

In Australia, Miniland Dolls have fostered a thriving community of fans and dolls clothes makers, which Axis Toys co-founder Paula Opfer said was also central to the advertisement.

"People are so passionate about Miniland Dolls – they want their children to grow up with the Miniland ethos of tolerance and acceptance and all the skills that come with play and interaction with the range that includes Caucasian, Asian, African and Hispanic dolls of various sizes.

"But it doesn’t stop there. There is a real and very talented community out there that design handmade clothes and accessories for Miniland Dolls and even cots, baskets and more.

"We wanted to include their creativity in this ad since they are part of the Miniland family so in addition to featuring the Miniland Dolls clothing range, we also sent bespoke outfits to dress some of the dolls for the shoot and the results are extraordinary," she said.

However the advertisement is just the beginning for the campaign, with Axis also securing partnerships with Instagram influencers to promote the ad.

"We will be working with key influencers to help spread the word about the ad with Miniland fans having the opportunity to win Miniland Dolls and movie tickets over the holidays," Opfer said.

"In the spring school holidays we are also looking into the logistics of arranging a competition whereby entrants have the chance to win a family trip to Spain to visit the Miniland Dolls factory and enjoy some of the highlights of Spain. Stay tuned on that one," she said.

The campaign will launch this week.

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