Feature - Dolls & Collectibles

Dolly good show

Content is becoming increasingly important in the Dolls and Collectibles category, as toy companies aim to engage children with the characters and their personalities. Sam Giltrow finds out more.

These days, it’s no longer just about giving a doll to a child to play with – there is often a story or backdrop which will enable the child to relate to and understand more about their new ‘friend’ with dolls serving to inspire, nurture and encourage.

Many companies are now utilising entertainment across channels such as YouTube and streaming services to build brands and provide storylines. One of these is IMC Toys with its Cry Babies Magic Tears range, recently securing a global deal with Netflix, with full episodes of the popular animated series now available to stream in homes in 24 languages and in over 190 countries.

“Our approach is to take children on a journey, moving from content, to toys, to memories,” says UK country manager, Sue Barratt. “In essence we create the engagement with the consumers via the content/ programming and the product follows the stories and characters in the content, thus engaging children with the characters, their individual personalities and idiosyncrasies. This is then followed by TV advertising of the product range to create a synergistic and holistic approach.”

IMC Toys also airs its content via YouTube and on its own Kitoons Over-The-Top (OTT) platform, which has provided a new way to reach target audiences. Combining content with eCommerce, the platform provides everything from a hit series to product information, to information on how to buy. Plans on a new strategy across YouTube and social networks for the company’s official Kitoons channel are also in development.

Sue says engagement beyond the product is also a key driver for IMC Toys’ collectibles portfolio, along with value for money and play value in every element of the product, including the packaging, plus a play and display feature to further extend the product offering.

“Our Cry Babies Magic Tears and Bubiloons ranges are perfect examples, providing a full experience from engagement through themed animated episodes, to affordable toy lines with packaging that doubles up as play sets for children to play and display their creations,” adds Sue.

IMC Toys is also looking to licensing as another channel to grow the Cry Babies brand. Retail Monster recently held a virtual Cry Babies Magic Tears summit for potential licensees. The UK business will launch its licensing roll-out with fashion apparel and accessories for the AW22/SS23 period, closely followed by other key categories including publishing, arts and crafts and FMCG.

“We recognise from other markets that the licensing programme for the brand is an important part of the mix and in creating a wider product offering to our fans,” Sue explains.

IMC Toys already has agreements with more than 65 licensees in 40 regions, launching more than 500 licensed products across various categories, so can be confident this is tried and trusted route to brand expansion.

The importance of content in driving brands is also championed by MGA Entertainment which has placed content for both its Rainbow High and L.O.L. Surprise! ranges on Netflix and YouTube.

“This has allowed fans to get to know their dolls in greater detail, from individual personalities and talents to feature-rich accessories and high-quality fashions, adding to an enhanced play pattern and character recognition,” says Michelle Lilley, marketing director, MGA Entertainment UK & Ireland.

This spring saw a relaunch of the company’s highly collectible original core L.O.L Surprise! O.M.G. Fashion dolls, which drove immediate demand due to kids having already watched and engaged with the characters both with the official movie and YouTube episodes over the last year.

Relating to dolls’ characters is becoming increasingly important to children and Rainbow High characters represent a range of creative talents from art and fashion to music.

“The unique styling and sculpting of the dolls mean that every child can feel represented by a brand they love, whilst allowing our dolls’ individual styles and personalities to shine through,” adds Michelle.

MGA Entertainment recently expanded its Rainbow High brand with the launch of Shadow High, enhanced by digital content and school rivalry storytelling. The range features an assortment of six dolls distinguished by bold, grayscale tones with a touch of iridescent and classic rainbow shine and is very different to anything else on the market.

The new Desi Dolls range

Also hitting the shelves for May are Mermaze Mermaidz, which follow colour change and water play trends, featuring sculpted fins which change colour when submerged in water and double as a stand.

Tapping into a variety of trends is vital to keep existing ranges fresh, Michelle says, and the new ranges within L.O.L. Surprise! this season feature trends such as world travel with the new Grill and Groove Camper 5-in-1 play set and minis, with L.O.L. Surprise! O.M.G. and L.O.L. Surprise Family mini play sets.

All new Junior High dolls from Rainbow High are smaller versions of the original six characters from the Series 1 range, with younger face sculpts, which will expand the storytelling theme for the brand.

Taking much-loved originals and making smaller versions is something IMC Toys has also done with its Cry Babies, a move which also enables a wide variety of price points within the range. Cry Babies Tiny Cuddles are smaller, softer bodied versions of the Cry Babies dolls which offer a value-driven entry price option but still possess all the key features and same quality.

“We’re continually looking at ways in which to expand the play value of our core offering,” says Sue. “Our approach is ‘stages and ages’ and our launches for the year reflect this, especially with the unveiling of our new BFF Cry Babies collectible fashion dolls. We want to offer longevity so that children can grow with the Cry Babies, fully immersing them in a journey that transitions from baby, nurturing doll play, to collectibles and then culminates in fashion dolls.”

According to Kasia Leskow, marketing manager at Zapf Creation which offers nurturing doll brands Baby born and Baby Annabell, longevity is also a key purchasing point for parents. “As a result of the new hybrid working environment, parents are looking for more stimulating products with multiple features and accessories that will entertain their children for longer,” she explains “Our dolls have always fitted this brief, but we’ve noticed a real shift in customers recognising the need for longer-lasting toys and therefore seeking out high quality items that support independent play patterns.”

Nurturing role play has been proven to boost multiple areas of childhood development and can also help youngsters to understand emotions, and Kasia adds that there has also been a shift in demand for toys that support development, adding: “we continue to innovate with new items that link to realistic play patterns, support emotional and social development and, most importantly, are fun for young children to play with.”

A new launch for Zapf Creation in early summer will be Baby born Storybook – a new range of dolls with a completely new storytelling theme , alongside a raft of new releases in established brands of Baby born and Baby Annabell. The Baby born Weekend House gives a nod to staycations and the new Baby Annabell Princess Carriage and Pony will tie in with the Queen’s Jubilee. There will also be a completely new Chou Chou range of nurturing dolls and a refreshed Baby born bath time range.

Along with a desire for longevity, parents are also seeking out environmentally conscious toys as well as packaging that is both sustainable and recyclable, and Zapf Creation’s plastic free pledge is a direct response to this demand. The brand has created a new unboxing experience which allows children to open their dolls and accessories in seconds. Kasia tells us that so far, the response to plastic-free packaging has been overwhelmingly positive from both parents and children. “It’s amazing to report the tangible results of our switch to sustainable packaging,” she says. “ To date we’ve saved over 40 tonnes of single use plastic in 2021 and we are ramping that up further this year with our full range being supplied in plastic free packaging by the end of 2022.”

The new Chou Chou range nurturing dolls from Zapf Creation

Many parents are also keen that dolls should inspire and empower children. Recognising this, Barbie has honoured 12 trailblazing women this year to help empower the next generation of female leaders by sharing their stories. These role models include, for the UK, athlete Dina Asher-Smith, champion skateboarder Sky Brown and most recently Dame Sarah Gilbert, the vaccinologist who helped to create the Covid-fighting Oxford vaccine. “We know that children are inspired by what they see around them, which is why it’s so important for young girls to see themselves reflected in role models,” says Kelly Philp, director of marketing, Mattel UK.

Last October, Barbie also launched its STEM careers campaign during World Space Week, encouraging girls to become the next generation of astronauts, engineers and space scientists.

Mattel partnered with the European Space Agency for a collaboration which saw ESA’s only active European female astronaut, Samantha Cristoforetti, sent on a zero-gravity flight in doll form.

“Barbie’s purpose has always been to inspire the limitless potential in every girl. The brand recognises the Dream Gap and limiting factors reinforcing gender inequality as barriers for girls to reach their limitless potential,” said Kelly. “We will continue to develop these campaigns as we work to close the Dream Gap, and we want to remind girls that they can do anything by inspiring change to overcome these limiting factors.”

Mattel is taking the empowerment theme into its new doll range for Karma’s World, a Netflix animated series, which empowers girls to find their voice and use it to change the world.

Also using dolls to increase representation is The Desi Doll Company, which produces dolls based on the Islamic faith. The company’s Aisha Doll was brought to life by numerous requests from its diverse Muslim audience and all of the dolls come with a removable hijab so children can have fun playing with the dolls while at the same time learning about the Muslim faith. “Muslim parents are always looking for fun and exciting ways in which to encourage the faith in their children and this is a great way to connect with our customers,” says founder and managing director Farzana Rahman.

The company now offers 10 different dolls, which recite verses from the holy Quran in Arabic and English, sing Islamic songs and teach Islamic phrases. Farzana has ensured they remain fun – for example, the Little Muslim Friends Lina & Dina ballerina dolls come with a recording button so children can also record their own voices.

Also recognising the importance of content and working closely with creators Digital Durian, The Desi Doll Company has recently introduced its first licensed talking plush characters, Omar & Hana, based on the children’s animation which teaches Islamic values to children. Building the licensed toys portfolio will continue to be a key focus for the rest of 2022 and the company will be looking to expand its presence on social media as well as working more closely with influencers in the Muslim online space. “Islamic animations draw millions of views and bringing those favourite kids’ characters to life is what we plan to focus on,” says Farzana.