Ludhiana, December 29, 2015 (Rajinder Ahuja): USHA International, a leading player in the sewing machine industry unveils India’s first ever sewing machine for children; ‘USHA Janome -My Fab Barbie’. As a first mover in this category, USHA Janome-My Fab Barbie is a full feature sewing machine launched in association with Mattel Inc. This machine is a unique gifting option for parents. Now young girls and teenagers can express, create and showcase their vivid imagination, like never before.
This USHA sewing machine comes in a combination of pink and white colors. Featuring charming Barbie doll graphics on the machine, My Fab Barbie is all set to transform the way eight year olds and above spend their play/free time. With the introduction of My Fab Barbie, sewing now features as a serious option for mothers to skill their children. Mothers and daughters can now experience the joy of creating together by co-creating personalized greeting cards, quilting or embellishing wrist bands and hair bands among various options with the easy to use My Fab Barbie sewing machine.
To get users started, My Fab Barbie comes with a sewing book with five easy sewing projects for kids, two free additional creative foots – ¼ inch seam foot and gathering foot, sewing box with do it yourself kit and an instruction manual along with a demo DVD and accessories.
On the launch of USHA Janome - My Fab Barbie, Harvinder Singh, President-Sewing Machines, USHA International said, “During the formative years, it is critical for parents to support cognitive, emotional and physical development of their children. Recognizing this, we introduced My Fab Barbie sewing machine as a unique gadget for young girls that would help them in creatively expressing their imagination. Additionally, this initiative helps us to foster a strong relationship with our young consumers and introduce them to the art of sewing at an early age.”
Continuing with its ‘innovation first’ mantra, USHA constantly innovates its product portfolio to meet contemporary consumer demand. Keeping My Fab Barbie safe to use, the sewing machine comes with an automatic thread cutter avoiding the use of scissors, an in-built light for better visibility, free arm circular stitching for easy movement of material on the table and colour coded functional display for easy selection of design.
USHA has launched a well-defined 360-degree campaign comprising digital and offline consumer outreach programmes to create awareness and buzz around the new offering. The company is giving free home demos (pre and post sales) for My Fab Barbie and is the first organization in the sewing machine category to do so.
USHA plans to engage kids at various hobby centers, Public schools, clubs, RWA activations, public events such as kid’s fairs by creating an attractive Barbie demo set up and showcasing sewing machine usage. Special workshops for kids would be conducted at The USHA Hab, situated in Mumbai and Kochi.
The digital engagement will include exciting contests on USHA Facebook page to share interesting creations and play tutorial videos explaining sewing projects that can help youngsters learn the art of sewing. USHA will also launch a special Barbie microsite that will have downloadable projects for kids.