Feature - Dolls & Collectibles

Dolls are ready for their close up

Although the Dolls category didn’t enjoy the strongest of years in 2022, there’s no denying that this year heralds a raft of exciting new toys and a groundbreaking content slate that promises to bolster demand in the months ahead. Toy World speaks to a selection of leaders in the space to find out how their brands represent and resonate with today’s kids, why film and TV is driving sales and how toy trends are shaping new lines.

Welcome to the Year of Dolls. With Barbie ready to enjoy her biggest moment in the spotlight for decades, and Monster High: The Movie 2, The Little Mermaid, Trolls 3 plus other major movie releases slated for the coming months, front cover star Mattel is understandably excited about its burgeoning Dolls portfolio. As Lisa McKnight, EVP, Global Head of Barbie & Dolls Portfolio at Mattel, Inc. explains in our exclusive interview (page 64), the company is confident that that the sheer number of shoppers seeking dolls this year - whether Mattel products or otherwise - will grow the category and benefit all companies with ranges in the space.

Mattel has launched several new lines for 2023, not least of which is My First Barbie, a new pre-school segment. Kelly Philp, director of marketing, Mattel UK, tells Toy World that the launch of the new Disney Princess and Frozen ranges has introduced excitement and innovation to its portfolio in the form of classically reimagined core and small dolls, plus the innovative new ‘reveal’ line, while January’s Monster High launch comprises dolls and play sets supported by content on Nickelodeon.

Of course, Barbie, Disney Princess and Monster High aren’t the only doll brands supported by content this year. Flair GP’s animated Trotties series is now airing on Pop! and supported by a dedicated app, while Bandai’s licensed Miraculous doll range will benefit from an animated feature length Miraculous film, Ladybug & Cat Noir: The Movie, slated to hit screens in July.

IMC Toys, the company behind the Cry Babies and Cry Babies Magic Tears doll brands, says a strong focus on content is built into the company’s DNA and therefore steers product development. Kerry Tarrant, UK marketing manager at IMC Toys, says: “Taking this approach enables us to create great synergy between what kids see on screen and the product on-shelf. Storytelling is key for the Cry Babies brand: having a strong link between content and product helps kids recreate those stories at home as well as encouraging them to make their own Cry Babies stories too.”

The company’s latest launches come in at an even more accessible price point and also introduce fans to new play patterns and themes. The new Loving Care range launched this spring/summer alongside the new Tiny Cuddles range, which allows fans to take their Cry Babies character with them wherever they go. BFFs, meanwhile, aged-up fashion doll versions of the beloved core Cry Babies characters, welcomed Series 2 in spring, supported by influencer marketing to raise awareness of the range. Kerry tells us the characters across its brands are refreshed each season depending on the theme of the content, but always have their roots firmly in nurturing play.

Zapf Creation’s Baby Annabell and Baby born brands continue to maintain the No. 1 and 2 positions in the UK nurturing doll market. Both have decades-long legacies: 2021 saw Baby born celebrate its 30th birthday while 2023 marks the 25th anniversary for Baby Annabell.

“The longevity of these brands is testament to the fact that Zapf Creation is a leader within the industry and that our products are truly loved by children,” comments Ellie Moore, sales director at Zapf Creation UK. “To celebrate Baby Annabell’s 25th anniversary, we are launching a brand-new Baby Annabell Interactive Doll in autumn with more interactive features than ever before, and brand-new accessories. The new Baby Annabell Interactive dolls will retain all the most popular features from the last 25 years, but we’re adding an innovative baby gym element for even more lifelike and nurturing play. For the past 25 years, Baby Annabell dolls have fascinated children, generation after generation, and we’re excited to develop this even further during an exciting time for the brand.”

MGA Entertainment, Zapf Creation’s parent company, is likewise driving its doll brands forward by tapping into trends and crazes. According to Circana data, L.O.L. Surprise! is currently the No. 2 Fashion Doll property and is the No. 1 property in the Playset Dolls & Accessories market. The brand’s success, according to marketing director Michelle Lilley, lies in its engaging reveals and surprising unboxing experiences. Michelle says these have always been one of the brand’s unique selling points. Recent launches include the new Sooo Mini! Range, which offers several unboxing opportunities, and the new Sunshine Makeover collection, which allows fans to explore all-over colour change transformations powered by sunlight.

Another MGA brand, Rainbow High – the No. 1 fastest growing fashion doll brand – has inclusivity and representation at its core. Since it launched in 2020, each of the brand’s collections have included characters with a wide variety of skin tones and visible differences. Last year, MGA launched Delilah Fields, who has albinism, and Jewel Ritchie, who has vitiligo, while the newest collection, out this month, includes Victoria Whitman, who has head-to-toe freckling. Upcoming launches will see the brand go right back to its roots, but with a ‘thrilling’ twist, while a new play set will focus on inspiring creativity.

The Rainbow High animated series (which has racked up 1.5b views and counting) and toy line go hand-inhand. Michelle explains: “One aspect we’re particularly proud of is how the core values of the brand – inclusivity, representation and self-expression – are clear in both the toy line and in the animated series. Echoing the trials and tribulations of young life faced by fans of the show, the animated series is character-led, focusing on friendships and creative expression. We know how important it is to children’s self-esteem that they see themselves and their lives and situations represented both in the toys they are playing with and the shows they are watching.”

When it comes to dolls, everyone knows representation matters. Over the past few years, we’ve seen big names in the category introduce ever more skin tones, body shapes and disabilities/physical differences into their toy lines, ensuring kids see themselves in everyday play. Zuru, for example, recently unveiled enhanced diversity within its Sparkle Girlz brand, which now offers kids a wider choice of skin tones: readers can find out what else is happening with the Sparkle Girlz brand in our exclusive interview with Will Collinson, Zuru’s general manager UK & Ireland, on pages 56 and 58.

We’ve also witnessed smaller companies make waves in the Dolls space with their own inclusive and representative lines. Bibinee Dolls offers a range of charming plush characters in black and brown skin tones with hairstyles including afro. The company notes that a soft-bodied doll is often the first toy a child will receive, which offers parents and gift-givers an opportunity to normalise the joys of diversity early on, ensuring young kids form positive ideas about the people they’ll meet during their lives.

One of the company’s founders, Stephanie Mensah, says black and brown dolls no longer need be hard to find or side-lined. She adds: “A child who sees themselves represented in a doll grows to love themselves and appreciate their skin, hair, features and culture. Playing with a doll that has a different skin tone or hair type, but is just as beautiful as you, cements the fact that beauty comes in many forms. Bibinee Dolls addresses this important need by making our dolls accessible and affordable, and offering a wonderful play experience.”

The Desi Doll Company also addresses a growing need within the category: dolls representing Muslim children. According to Farzana Rahman, founder and director, there are 3.9m Muslims in Britain - that’s 6.5% of the population, not a demographic to be overlooked. Having started with just two dolls 14 years ago, the Desi range now offers 17 different dolls that reflect a wide array of Muslim children, from their skin tone and clothing to hobbies and interests. Many of the dolls use poem or song to interact with kids, to teach them about the Islamic faith or simply to share their interest and likes, while others have been developed to help break down negative stereotypes of Muslim culture, making them an excellent gift for Muslim and non-Muslim children alike.

The dolls are now stocked by major retailers including Selfridges, Asda and Morrisons. However, Farzana feels other retailers are missing out, particularly during periods such as Ramadan, when Muslim parents seek special gifts for their children.

“Retailers are slowly becoming more receptive to diverse and inclusive doll ranges - but there are still challenges,” she tells us. “While the initial challenge is usually trying to connect with the right category buyer (and then trying to get a response), the next challenge is overcoming the lack of understanding. Some buyers tell us they can’t consider our doll range as they don’t currently have dolls representing any other faiths - I must admit this is particularly frustrating. Any doll range has to start somewhere, and who knows: dolls representing other faiths will most likely be introduced to the market if there is a demand. Selfridges onboarded the Desi Doll brand last summer as a 365-day range in all three of its stores in London, Manchester and Birmingham. Sales have been so strong that it recently added another six lines, making the department store the largest mainstream retailer of Desi Doll toys in the UK, with a fantastic display showcasing a range of 20 different SKUs.”

Elsewhere in the category, we’re seeing new role play lines from Simba Smoby UK including the Steffi Love Beach Car, Steffi Love Pet Doctor, Evi Love Best Friends and Evi Love Bunk Beds; squishy, stretchy, collectible introductions to the Dolls aisle in the form of Character Options’ new Jelli Crush range; on trend fantasy dolls with Magicbox’s KookyLoos Mermaids and fabulous homes for discerning dolls from KidKraft, such as the Uptown Dollhouse, Juliette Dollhouse and Chelsea Doll Cottage. Readers can find out about all these ranges in the coming pages, as Toy World takes a look at the latest additions to this evergreen category.