New kids' accessories brand Flitzy launches, links with young YouTube star

By

Nigel TAYLOR

Published
Oct 29, 2021

Children’s jewellery brand Flitzy's range of fashion, hair and jewellery accessories for “mini trendsetters” has added a collection created by seven-year-old Russian YouTube star Like Nastya.

It’s an interesting link up that sees YouTube stars providing value to fashion brands whatever the age of the consumers they're aimed at.

With a mission “to delight kids and grown-ups by encouraging creativity, celebrating uniqueness and creating connections through the joy of all things fun and glitzy” the range has three ‘Flitzer’ categories: Fun, Fashion and Fancy.

Fun Flitzers are for "expressive stylers" who love to wear bright colours and look for pieces to match their personality and to share with friends. Fashion Flitzers are for "trend-setters" who love to create their own style and look for unique pieces, while Fancy Flitzers are for those who "love products that sparkle”.

Additionally, ‘Believe Beads’ is a key range of accessories “which encourages Flitzers to believe in themselves and others”. Such concepts are increasingly being talked about as new product lines launch with many companies now focusing on positivity and mental health, especially for the youngest consumers. Included here are positive affirmations such as ‘I believe in myself’ and ‘I believe in my friends’. 

There are also four-a-year gifting ‘subscription boxes’ that each include accessories, activities, collectables and mindfulness tools.