Cimmikids introduces its first original brand, Seaglimmers, at the upcoming ABC Kids Expo, marking the company’s entry into the eco-conscious toy category with a new line of mermaid-themed plush and dress-up products.
Founded by toy designer Cimmi Cumes, the brand centers on a cast of mermaid families designed to encourage nurturing, story-driven play. The line incorporates environmental themes, featuring characters who rescue sea animals from plastic pollution while supporting ocean conservation initiatives through a partnership with 1% for the Planet.
“We believe play is one of the most magical ways to inspire children to love nature,” shares Cumes. “With Seaglimmers, we’re blending dress-up, storytelling, and doll play to encourage kids to care for our planet.”
For the fall launch, the collection will include plush dolls made from GRS-certified recycled fabrics, mermaid dress-up accessories, and companion board books. Packaging is designed to be fully recyclable, with the company eliminating plastic components across packaging and hang tags.
Product innovation includes mama mermaid dolls with a patented breastfeeding function, as well as papa mermaid characters designed for caregiving play, reflecting more inclusive, modern family dynamics.
A limited initial release, including select dolls and dress-up items, will be available direct-to-consumer in May, alongside preorder opportunities for the broader collection. Additional digital content, including storytelling videos, is planned for release this summer.
Cimmikids will use its ABC Kids Expo debut to connect with retail partners ahead of the brand’s full rollout this fall. The Expo is May 13-15 at the Mandalay Bay Resort and Convention Center in Las Vegas, Nevada.
For more information, visit seaglimmers.com.
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