www.toynews-online.biz Doll Domination
Despite being one of the most traditional parts of the girls toy market, doll sales remain strong, with many new innovations, interactive features and licensing deals in the sector. Katie Roberts finds out what’s new…
MATTEL 01628 500000 DKL
A 360 degree communications programme – ‘Wow, see what happens when you play with Barbie’ – is brought to life through a full-year TV and cinema campaign, experiential marketing and product launches. With key product introductions throughout the year, highlights include the Barbie Photo Fashion Doll and Barbie Ultimate Closet. There will also be entertainment launches with The Princess & The Pop Star in cinemas and on DVD, while digital series, Barbie Life in the Dreamhouse launches on
www.barbie.co.uk. A partnership with Royal Caribbean Cruises supports Barbie Family products, including Barbie Sisters Cruise Ship, with on-pack promotion. Career-themed line, Barbie I Can Be, refreshes with new careers including a sport themed range and I Can Be… Swim Champion. The Monster High phenomenon continues – now the number two UK fashion doll property, while the Core
TOMY
Tomy’s miniature doll range, Pinypon, is built around the collectable, interchangeable Pinypon dolls – with accessories, pets and play-sets also available.
Girls can start their collection from £3.99 for a Pinypon doll – available in eight different versions, each with its own unique, customisable style. Pinypon dolls have different pin on accessories such as handbags, and girls can mix and swap hairstyles, facial expressions, torsos and feet to create a different doll. The more girls collect, the more combinations they can create. For girls who want to give their collection an early boost, Tomy’s range
includes a Ten Figure Pack, with six dolls, four pets and 11 accessories for £22.99.
Pinypon Dolls are also available as
Flower Theme Pinypon Scented Dolls, each with its own flower accessory, a distinctive floral scent, plus a tattoo transfer for girls to wear. The Pinypon Gift Set Travel Pack is designed for taking the Pinypons out and about, with a choice of three carry cases featuring two dolls, a poodle pet, over 30 accessories and three Pinypon postcards.
In addition, the Pinypon Carry Bag comes with a doll, pet and accessories. There are several larger Pinypon play-
sets, including the Pinypon Car with Doll, which includes a picnic hamper complete with a set of miniature knives and forks.
The Pinypon Campervan is
also available, and comes with one doll and her pet, numerous holiday-themed accessories including deck chairs, surfboard and a water feature. Top of the range is the Pinypon Apartment, a play-set which opens out to reveal a bedroom, TV lounge, kitchen, hammock and roof terrace.
MAY 2012
Doll Assortment is the number one best-selling fashion doll YTD (source: NPD Data Feb 2012 YTD). Launching in October, DVD Monster High Ghouls Rule will be supported by experiential events, digital marketing and a Halloween Doll Assortment. The Monster High Create A Monster Design Lab also taps into fashion and customisation play and will be a key line for Christmas. Polly Pocket’s refreshed website,
www.pollypocketbestdayever.co.uk has fun and advice for girls and mums and a range of products including the Stick N Play play-sets and the new Flip N Fun Hotel. To coincide with Disney/Pixar’s
Brave, Mattel will launch a feature doll based on the film’s heroine, Merida. Dolls and play-sets will celebrate the DVD release of Cinderella Diamond Edition, plus core Disney Princess dolls and play-sets continue, while MagiClip dolls and castles bring innovation to the small doll category.
DKL is the exclusive UK distributor of Corolle Dolls – French dolls suitable from birth up to four years onwards. Each doll has a unique vanilla scent. The Les Cheries are a contemporary fashion doll range that are dressed and styled according to the season’s fashion trends. Their bodies are made of durable hard vinyl, together with moveable limbs. Realistic blinking eyes and pretty glossed lips, together with fully proportional bodies, make Les Cheries a collectable doll. The outfits feature intricate detailing such as bows, tights, headbands, summer prints and brand endorsed jeans. The clothes are completely interchangeable and additional outfits are available separately, offering different yet stylish looks. All Les Cheries have long glossy
hair, ideal for brushing and styling with Corolle’s Hair Care Set. Bestselling Camille Ballerina and Chloe Ballerina wear pink sparkle outfits, complete with lace-up ballet shoes. The names of the dolls are carefully chosen to represent the individual’s character and style. In addition to Les Cheries is the
Vanilla Doll range, available in a Blonde and Brunette. Dressed in summer dresses, with co-ordinating headbands, the Vanillas offer all the qualities of a modern fashion doll, with a more traditional twist.
020 8722 7300 01604 678780
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