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Dolls
Still at Home in the 21st Century
By Paul A. Paterson
March
1, 2003
Dolls are as much a part of a girl's childhood as slumber parties,
s’mores, and horses—making them a critical part of the
toy retailing landscape as well. In spite of level growth throughout
the industry, doll sales are reporting growth of eight percent.
Groovy
Girls C series Group |
Driving
at least some of this success is the emergence of several new lines
of dolls that appeal to Tween girls. Introduced in 1998, Groovy
Girls captured the imaginations of a new generation of
doll buyers with the oversized feet, diverse looks and hip fashions.
"The target age for the Groovy Girls has the voice of a 10
year old," explains Nancy Severson, marketing manager with
Manhattan Toys, the creator of Groovy Girls. "We
really try to make it a doll [that] mom feels good about buying
for her daughter. She's not over the edge in terms of her fashion
sense. She's still pretty innocent."
My
Scene Trio Dolls |
For
their part, Mattel launched My Scene,
a trio of dolls that offer a younger, hipper version of the traditional
Barbie. In both cases, the dolls also provide looks that are culturally
diverse and fashions that reflect an urban lifestyle. This shift
was also reflected in how Mattel marketed the dolls.
"To appeal to this tween audience, we knew that traditional
toy advertising scenes, such as girls playing with dolls, would
not connect with these girls," said Adrienne Fontanella, President,
girls division, Mattel, when the line was launched. "Through
the creative use of distinct music and hip imagery, the My Scene
campaign develops the personalities of each character in a way that
girls can really relate to."
According to figures published by the Toy Industry Association,
sales of dolls and accessories rose from $2,835 million in 2000
to $3,061 million in 2001. While the success of Groovy Girls' and
other similar lines has expanded the market for dolls, the unquestioned
queen of dolls remains Mattel's Barbie line, which
now offers hundreds of dolls with an accompanying line of accessories
as long as her blonde ponytail.
While this variety offers young girls a virtually endless selection
of play options, it also attracts the collector: a new, often older
species of toy buyer that has evolved in recent years. While there
have always been "collector" dolls, Pam Danziger, President
of Unity Marketing, thinks there is really only
one way to add to a doll's value. (Cont.)
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