Company Profile
Zapf
Moving with the times
Zapf Creation’s standout doll brand Baby born marks its 30th anniversary this year. To celebrate, the company is releasing a raft of new dolls that are leading the way in on-trend yet traditional play. Rachael Simpson-Jones spoke to Kasia Leskow, Zapf Creation marketing manager, about how else the company is marking this important year, and why the Baby born brand has stood the test of time.
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leader in the competitive Dolls category, Zapf Creation has entered 2021 on strong footing, seeing YOY growth despite the numerous challenges in the marketplace. Zapf currently holds the No. 1 and 2 positions in the Nurturing Doll subcategory, with the 43cm Baby Annabell topping the list, followed closely by Baby born. 2020 saw Zapf’s sales increase not only in Dolls but also in Dolls Clothing & Accessories, a result of the company’s ongoing strategy to increase its foothold in this area. Altered consumer habits accelerated
sales at a time when shoppers were keen to ensure both their existing and new dolls were outfitted in the latest fashions. Kasia says that this year the company expects consumers to continue seeking quality over quantity, with traditional screen-free play patterns, such as doll play, high on the agenda for parents and kids. This trend forecast appears to be reflected by the strong sales Zapf has seen during the first three months of this year across its doll ranges, as well as its growing clothes and accessories line. “We’re confident that we’re bringing through enough in the way of new and exciting product to cater to the ongoing high demand, and this should result in another excellent year for Zapf,” says Kasia. “We lead the Nurturing Dolls subcategory for a combination of reasons. Our innovative streak means we introduce new dolls with exciting functions into the marketplace every single year, and our clothing and accessory ranges are second to none. We follow fashion trends very closely to ensure doll fans can get their hands on the very latest looks, with colours, fabric types and patterns all reflecting the world kids see around them. My colleague Carmen Leutheuser, one of the heads of design, travels the world to follow the latest fashion developments from across the globe, and bring them back to Zapf’s doll ranges.” As Kasia explains, Zapf dolls also boast a rich heritage in the marketplace. As mentioned earlier, Baby born is 30 this year, while Baby Annabell is almost 25 years old. Today’s generation of parents are likely to have played with these dolls when they themselves were growing up, and as a result there’s a lot of love out there for both brands. Zapf dolls
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are also of the highest quality, and are made to last, and this has earned the trust of consumers of all ages. Playing with dolls aids child development by imparting key nurturing and social skills during those formative early years, while the Baby born brand in particular inspires rewarding, imaginative play experiences that last for hours. “When Baby born first made its appearance in 1991, other dolls on the market weren’t very interactive; they could maybe say a few words or had hair kids could play with,” says Kasia. “Baby born became incredibly popular very quickly, because the dolls could do things no other could. Kids could feed them, they cried, used a potty, slept – all without batteries. This was something really cutting edge in the doll market. The core Baby born range has always been complemented by a wide range of traditional doll-play accessories including changing bags, cribs, pushchairs, bottles and nappies, but from the beginning kids could also get their dolls any number of more imaginative accessories too; we’re talking scooters and bikes, horses and dragons, camping and fishing gear. This is unique to the Baby born brand. Each toy isn’t just a doll, it’s a friend with whom kids can go on adventures. Over the years, we’ve studied very closely the evolving needs of consumers to make sure we’ve moved with the times. Baby born’s wardrobe is also growing all the time, with outfits for any occasion, no matter the season. Kids love to emulate what’s going on around them, so providing a comprehensive assortment of on-trend outfits remains vital to the ongoing success of the range.” Zapf has major plans to celebrate Baby born’s big year. The pandemic has meant organising
