Say Say Girls is an innovative and brand-new digital and physical entertainment experience for 6 - 11 year old girls.

Say Say Girls creates a new genre, new space and most importantly, a new space in which girls will play. Say Say Girls dolls (coming soon) have all the qualities of a fashion doll line – trend-setting styling and cool features that allow the user to play, style and create great poses with their doll, yet they go far beyond the realms of simple doll play.

Using exciting new technology, the physical Say Say Girls dolls can talk and interact with each other offering their owners the unique and exciting opportunity to become part of this experience, which takes place in the fully immersive world of the feisty, fun and fabulous Say Say Girls. Within this world, the virtual and real are integrated, encouraging participants to interact in order to score points.

This 360-degree play experience begins with the purchase of the Say Say Girls dolls. Users can actively participate in the Say Say Girls experience by selecting, naming and customising their Say Say Girls dolls. They can play with them, take them shopping, share them with friends, and most exciting of all, download conversations for them to have with other Say Say Girls dolls in order to collect points and continue to advance and enhance their experience.

Say Say Girls, as part of this 360 degree play experience also offers both virtual and real time play through safe social networking both online and through play time with their friends and social circle.

Say Say Girls has a solid transmedia strategy in place so that everything remains connected by the same central narrative and theme, but each channel will excel at what it does best, rather than bending to fit a central idea that’s being repurposed for multi platforms. It’s an exciting proposition in tween toy production.

The basic premise of transmedia is that rather than using different media channels to simply retell the same story, you utilise these channels, their communities and functions to communicate different elements of the story. Its success relies on fragmenting a narrative and making each platform do what it does best which, in turn, extends the life and longevity of the story. Contrary to some thinking, this practice isn’t device-driven but is platform driven, as it is the platform that subtly dictates and influences audience reactions, social and behavioural trends and user experiences.

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