WeVeel, the Morrisville-based manufacturer and global distributor of party, stationary, craft and toy products, announced The Influencer Initiative — a product design collective with today’s top social media influencers — is launching a Walmart-exclusive product line April 10 across North America.
The Influencer Initiative is a product line that aims to create innovative toys and give back to the community. The first Influencer Initiative collection collaborators are creators Boss Baby Brody and Along Came Abby, each with over 660K and 420K Instagram followers, respectively, and each amassing well over 4 million TikTok followers.
“We are so excited to share these innovative and mindful formats with Walmart shoppers,” said Valerie Marderosian, WeVeel CEO. “The product line was designed to focus on gross and fine motor skill building, self-empowerment and screen-free play, but at an approachable and affordable price point with parents in mind.”
Brody Schaffer, aka Boss Baby Brody, 7, is a viral sensation with music and dance etched in his soul. Known as “Baby Fosse,” when Brody hears music, the outside world stops, and his begins. He’s been featured across many major media outlets, including Hallmark Channel, The Kelly Clarkson Show, Nickelodeon Kids Choice Awards and NFL halftime shows, and has made appearances with A-listers such as Reese Witherspoon, Matthew McConaughey and Scarlett Johansson.
“Brody is a beacon of joy that exudes self-confidence and authenticity everywhere he goes,” said Marderosian. “He is never afraid to be his true self, challenging gender norms and breaking barriers, so he was perfect to be the face of an inclusive, technicolor product line.”
Abby Terry, the star of the online sensation Along Came Abby, has been capturing hearts with her extraordinary personality and wit. As the youngest of six children, Abby’s imagination and charisma have captivated millions worldwide. She found herself featured on Good Morning America, E! News, Barstool, The Tonight Show Starring Jimmy Fallon and more.
“Abby is captivating and an absolutely gifted storyteller,” said Marderosian. “It is so easy to see why the world has fallen head over heels for her skills and talents. Between her adorable voice acting, her boundless imagination and her endless optimism, we have loved sharing her personality through these products.”
The Influencer Initiative launch collection at Walmart has 33 various playsets and activity kits retailing between $4-$8 for children between 3-8 years old. Brody’s pieces include the Hooray for Me ABCs – Kids Dough Activity Set; the Doughbot – Wooden Learn to Count Dough Activity Set; Space Rocket Speller – Kids Wooden Learn to Spell Activity Set; and the Express Dough Self – Kids Self-Expression Dough Activity Set.
“We are making positivity and play a priority because all kids deserve to have fun, be authentically themselves and share in this beautiful perspective among their peers,” said Dani Schaffer, Brody’s mom. “Toys like this don’t exist on the market, and we’re aiming to change that with a playful product promoting empowerment and self-expression.”
Abby’s pieces include Donut Get Stuck with A Butt – Kids “Old Maid” Card Game; Silly Sentences – Kids Learn to Make Sentences Card Game; Let’s Court – Kids Dough Activity Set; and Abby’s Magical House – Wooden Play Set.
“We’re very excited about the opportunity to display Abby’s love of learning, sense of adventure and wonderful imagination into something tangible,” said Andrew Terry, Abby’s dad. “Abby’s almost 4 million followers have been asking for a product line just like the one we’ve created with WeVeel. Now all of Abby’s many family-oriented followers will have something that we’ve created especially for them.”
For every product sold, The Influencer Initiative will donate 10 percent of the profits to a qualified nonprofit organization. In coordination with Brody and Abby, The Influencer Initiative has selected some nonprofits that focus on social issues including, but not limited to: National Center for Missing and Exploited Children, The Hunger Project and the National Dance Institute.
Visit theinfluencerinitiative.com or follow on Instagram for more information.