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Babyshop Launches UAE-Wide Search for Brand Ambassadors to Feature in Autumn/Winter 2011 Collection
Press Release
Babyshop April 28, 2011
Quest to Select 20 Children in Range of One-12 Years to Culminate in Grand Fashion Extravaganza

Babyshop, the region's leading children's retail concept and a one-stop shop for children's products, has announced a nation-wide search for the ultimate 'Babyshop Star'. Through the largest consumer engagement activation in the history of retail in the UAE, Babyshop invites customers to become its brand ambassadors through the initiative.

The 24-week long campaign will conclude with the launch of the Babyshop Autumn-Winter collection. The 20 winners from ages one - 12 years will represent the ensemble besides being featured in the Autumn-Winter 2011 catalogue for Babyshop. The selected brand ambassadors will also participate in a gala fashion show to mark the release of the autumn-winter repertoire.

Rahul Saxena, Head - Marketing, Babyshop, said: "Babyshop has been a brand that many of today's young parents grew up wearing. We have remained a favourite in the category for years, and maintained this status by providing a comprehensive product portfolio with great quality and excellent value for money.

"Through this new initiative, we aim to build a platform where parents and children can connect with the brand at a unique level. We look forward to identifying our new brand ambassadors and offering the winners an opportunity to be the face of Babyshop for the autumn-winter season."

Parents can register their children online on www.babyshopstores.com or log onto the Babyshop's Facebook fan page 'Baby Bytes' for regular updates and information about the contest. Parents will need to fill in a short contact form and upload upto two pictures of their child on the contest page. Babyshop has also roped in leading radio stations that appeal to Asian, Arab and European listeners to invite entries.

In a first-ever effort of its kind, Babyshop has created a 'Model Scout team' that will visit different malls across the UAE over the next six weeks and invite parents of children to register for the contest. At these roadshows, parents can do spot-registrations and have their child's photograph clicked at on-site terminals.

Following a stringent casting process over three months, Babyshop will select children whose parents are residents of the UAE, and embody the lively and fun attitude of the brand. A panel of in-house stylists, buyers and designers will team up with experts from the UAE's fashion industry for the selection process.

In the first round, 500 of the best entries from those will be shortlisted. This will be futher filtered into 200 finalists across different age groups. The finalists will then be invited to casting auditions.

At the auditions, children will be photographed besides participating in a short video-interview that will also include their parents. Winners will be selected on the basis of their ability to face the camera, interaction skills, ease to showcase the clothing line and their eagerness to be a part of the Babyshop AW11 catalogue and fashion show.

At the penultimate stage during the initiative, selected ambassadors will undergo a holistic grooming workshop as they prepare to walk the ramp for Babyshop at the launch of its Autumn/Winter 2011 (AW11) catalogue.

Through the AW11 catalogue and fashion show, Babyshop aims to focus on promoting its philosophy of 'letting children be children'. The core focus of the activity would be to groom the ambassadors picked to represent the brand into confident young people who understand what looks good on them and how they must carry themselves in public.

Babyshop is the one-stop shop for all children's needs including toys, fashion clothing, baby basics, safety and hygiene products and nursery furniture. It caters to newborn babies, toddlers and children up to 16 years. Babyshop believes in facilitating a holistic growing experience to children in their daily lives and provides a comprehensive product range at affordable prices.
For media queries, please contact

Manish Khanna,
P.O. Box 25030,
Dubai, UAE,
Tel : +9714 8094000
Fax : +9714 8094040
manish.khanna@landmarkgroup.com