THE PRODUCT STORY:

Four mermaids have turned into humans and are attending high school on land. As they navigate the trials and tribulations of typical high school life, they need to hide their secret from their human peers, all while having secret mermaid powers.  

Intriguing, right?! It's the story behind a new line of fashion dolls that's being launched by a major toy company (the Mystery Sponsor). It's part The Little Mermaid, part As Told By Ginger, and 100% awesome. 

Now, the Mystery Sponsor is looking for a fun, memorable, and most of all ownable name for these magical mermaid dolls. The product is geared towards girls ages 5-8, and the dolls themselves are trendy and fashionable, complete with long hair for styling and beautiful mermaid tails. Each doll has a unique personality, and the product line overall will use bold colors and modern graphics.

There are a lot of different dolls out there, so the Mystery Sponsor is looking to break through the clutter by positioning these dolls in a modern way for an older girl. They want to communicate that this is a hot new brand that's trendy, beautiful, intriguing, empowering, and deep - perfect for a 5-8 year-old girl. 

Here's what they're after: 

1. A name sounds phonetically pleasing when said (think about something punchy, perhaps using alliteration) 
2. The product is clear (i.e. it's a mermaid fashion doll for girls ages 5-8)
3. The name is unique and ownable

NOTE: The submission phase will only be open until this Friday, March 12th at 12:00 PM PT (so two full days). 

EXPOSURE: The product line will be global, so the name should appeal to a global audience (i.e. not super American).

 

TARGET AUDIENCE: Girls ages 5-8

 

TONE: Trendy, fashionable, magical, empowering, and deep - the tone should appeal to a 5-8 year-old girl

 

EXECUTIONAL MANDATORIES: 

• Your name should NOT use the word "High" (i.e. High School), so AVOID things like "Mermaids of Ocean High" or "Mermaid High." These names felt too obvious and too similar to existing product lines like Monster High and Rainbow High.  
• The Mystery Sponsor's main competitors are Rainbow High, OMG LOL, and Barbie.

NOTE: We're testing a new feature on projects like this. In addition to the 5 concepts that the Sponsor will be selecting, five additional submissions will be selected for Honorable Mention, and each will receive $50 for the great creative work that went into them. Submissions selected for Honorable Mention will not be used by the client, and not all submissions identified as Finalists will receive an Honorable Mention.

Please put your Name idea in the Title field, and any additional details/explanations in the Name field, using up to 140 characters.  Remember, the name should work on its own without any additional context.

As always, your Name idea should be clever and engaging.

1. Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
   
   
2. BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
   
   
3. Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
   
   
4. Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
    
5. By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
    
6. Limit 5 submissions per member, per Phase.
    
7. You must be at least thirteen (13) years or older to enter.
   
   
8. The Sponsor reserves the right to repost the contest.
   
   
9. Winners must submit the standard Tongal W-9, Winner Affidavit, and IP Assignment.
   
   
10. See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.