All-Ages Appeal
Whether soft and cuddly, fashionable, ball-jointed, retro or licensed, dolls offer the variety necessary to remain a toy store mainstay
By Tina Benitez -- Gifts and Dec, 1/1/2010 12:00:00 AM
A child once said to me, 'I like to tell my doll my secrets; I know she's not going to tell anybody,'" remembers Maryalice Miner, owner of Miner's Doll and Toy Store in Ocean Springs, Miss. At Miner's, where Corolle, Götz, Zapf and collectibles Lee Middleton and Madame Alexander round out the doll offerings, for the past 23 years Maryalice and her husband John have recognized that customers want a simple doll when it comes to younger children, and often something less so for themselves.
So while the fortunes of the collectible doll market have fluctuated, the need for a traditional doll is something that has kept the category relevant, and one of the more popular among purchases intended for kids. And while the buzz in recent years may have been about Bratz and the similar lines that MGA Entertainment's edgier-than-most dolls subsequently inspired, traditional play dolls aren't going away. Play Babies from Alexander and Corolle's Calin dolls, for example, remain best sellers at Miner's store, as have various Adora and Alexander collectibles.
Beau James, North American director for French doll maker Corolle, recognizes a child's need for a simple playthings, and not surprisingly, such products have remained a focus for his company. Even Corolle's few exceptions, such as the 7-inch interactive, soft-bodied baby doll Lila, which coos, giggles and sucks on her bottle, are still relatively simple in comparison to other dolls on the market.
New to Corolle's line this year are classically styled baby dolls Bebe Cheri and Nourrisson, for ages 3 and older, and a softer Miss Rose, suitable for babies. An Asian doll Lou, from the Miss Corolle collection for ages 3 and up, and Les Cheries Dolls Camille and Clara, for ages 5 and older.
"Perception has changed," says James of parents' evolving desires when it comes to dolls for their daughters. "Less is more. Now parents want more play value. If you look at Lego, those are very expensive products, but it provides an experience. That's what we're trying to do with Corolle. It's not just a doll."
Accessories like those in Corolle's Mon Premier collection are still key to helping the imagination run wild. Items like baby slings, carry beds, teethers and additional outfits add to the dolls' play value. "They lend themselves to different activities throughout the day—eating, drinking, bath, nap time," says James. "For that age, it's a great play doll. It feels right. It's weighted right and has accessories to go with it. It provides a child with a complete experience. After all, a doll is supposed to bring imagination."
For Corolle, fashions are often updated for the popular Calin and Les Classique dolls, but overall design changes little. The 12-inch Calin dolls, introduced in 1994, remain a top seller among retailers like Miner's and at The Doll House and Toy Store in Scottsdale, Ariz., where Calin's "the perfect doll" for the store's doll-loving customer. "It's just the perfect size," says owner Sari Powazek.
The Doll House and Toy Store used to carry more collectible dolls but has found that play dolls sell better in her store today, Powazek says. "Customers," say says, "are looking for durability, the cuddly effect, washability—a simple doll."
Tapping into trends
Overall, the doll category remains steady, says Corolle's James, but there's always pressure to be on trend. But does trendy always help keep sales piqued? James says no. "The category goes up and down," he says. "Parents simply want a basic play experience, but I'm concerned about trends. If we're not following them does that mean our dolls won't be seen as new and trendy?"
For Isaac Larian, MGA Entertainment's CEO and founder, trends are important but it's innovation that's the key to success in today's market. He sees a lack of it in the doll business at the moment.
"Today's children compared to 10 years ago, since we launched Bratz, have evolved," says Larian. "They're very Internet savvy and looking for something that hasn't been done before. They're still looking for hair and fashion, but they also want to have something they can customize and something that gives them self confidence and freedom of expression."
The Van Nuys, Calif.-based manufacturer is trying to promote a "be true to yourself," message with its new line of Moxie Girlz dolls. More modest that their edgier predecessors, the Moxie Girlz fashion dolls' debut assortment features designs in three themes: Art-itude, with clothes kids can personalize; Jammaz, which encourage girls to express themselves through music; and Magic Hair, a classic hair-styling based theme.
Other new fashion doll lines of note in recent months have included Spin Master's Liv dolls and Mattel's So In Style series of African-American fashion dolls created by an African-American designer. Jakks Pacific, the Malibu, Calif.-based maker for the past several years of Hannah Montana fashion dolls, for 2010 will expand its limited-release assortment based on country-crossover star Taylor Swift to the wider retail world.
The other doll trend of note is the continually rising appeal of the 18-inch doll, fueled by Mattel's American Girl line. Corolle's James says he's been impressed by American Girl, which with its historical slant offers girls more intellectual play than most doll lines.
American Girl's appeal looks to have rubbed off on Madame Alexander's line of 18-inch Favorite Friends dolls, a departure from the high-end dollmaker's traditional product size and price point. The jury's out on how Alexander doll fans will respond to the line, which sells for $39.95, says Maryalice Miner. "I think it's a low price point. I'm not sure how customers are going to react," she says. "They may wonder 'Is it good if it's so inexpensive?' Or they may think it's a great deal."
Collectibles vary
At the top end of the doll market there are still hardcore collectors out there looking for new designs and much more variety is in the pipeline to keep them buying in the New Year, manufacturers say.
Robert Tonner, founder of Tonner Doll in Hurley, NY, believes the collectible doll segment is still strong, but admits that has evolved from where it had been in better financial times.
"It's changed," Tonner says. "I don't feel it's what it used to be—that market doesn't exist anymore. There was a time when everyone was buying Barbie and putting her in their in closet. They were saying 'This will be worth a lot some day; I'll put it away for to help put my kids through college.' Now, it seems like it's better to put your money somewhere else...but there will always be collectibles that will appreciate in value—and some that will not."
Tonner believes that "people who love dolls and action figures love them more than ever," but adds that "at one time I could sell a little girl [doll] in a party dress all day long. Now people, especially doll collectors, aren't looking for playthings. They're looking for a more sophisticated product."
"There's always going to be a core customer of collectors out there that are passionate about collecting," adds Peggy Vicioso, vice president of marketing and product development, at Charisma Brands, which recently acquired fellow doll manufacturer Adora. "Throughout the years, I've seen times when enthusiasts come and go with collecting, but there isn't a woman or girl that hasn't had a doll."
Several dolls will join the first Adora collection under Charisma's ownership, including a pink, polka-dot dressed doll with Asian features called Panda Fun for the Adora Toddler line; Thomas, a 22-inch doll dressed as a British military drummer; and a classically styled Best Friend doll. Vicioso responds to retailers who may be concerned with Charisma's ownership of Adora by saying that the Adora look is still intact. The only things that have changed are the packaging and the slogan, which is now "Yours to Adore," she says.
At Miner's, Adora has long been popular among collectors, but Madame Alexander is still the store's top seller. Glass displays in the store's doll room highlight Alexander's entire collection. In addition, a different Alexander doll is spotlighted each day.
"If someone is interested, they can feel the dolls and get an up close personal look," says Miner. "You need to have a relationship with a doll before buying it. There's no way you can have that connection unless you touch, feel and talk to a doll."
One of the things that keeps Alexander dolls relevant are their pop cultural appeal, thanks typically to the addition of classic or current licensed properties to the company's distinctly timeless doll sculpts. Staying on top of trends is something that drives other collectible doll makers as well.
"You have to keep up with pop culture," says Robert Tonner. "If you have enough information coming in, what comes in looks new, so I try to keep as informed as I can."
Tonner and his team share the latest news on fashion, film, music, video games—anything percolating in pop culture—during weekly meetings, he says. "I go to all the new movies, watch all the important TV shows, keep up on politics—anything to stay informed," he explains. "It will translate in the dolls, and what feels and looks new to me will hopefully translate to collectors. A lot of collectors collect for decades. They're more sophisticated about what they want. The little girl doll has dropped off the radar. We're doing edgier content, trying to push the fashion thing."
Going goth
Edgier designs created by Tonner for distribution this year include new goth styles for Wilde Imagination, Mullica Hill, N.J., which include Essential Ellowyne, Too Wigged Out, and Evangeline Ghastly — Grave Concerns, a Victorian-flavored ball jointed doll.
Darker-themed Toffee dolls may be on the horizon from Huckleberry Toys, too. The Northridge, Calif.-based doll maker's 12-inch designs, created by Japanese artist Riri Sujuku, are limited-edition, high-end collectibles. 2010 brings a male Toffee doll and animal designs later in the year. A first for Huckleberry is a line of softer dolls for the Lily of the Grove line. The dolls will have a similar look to the Toffees and will be geared more towards 3- to 6-year-olds.
Huckleberry honcho Hugo Stevenson says the doll category, while having "softened a lot," is still strong compared to boys' toys and action figures "any day of the week." And helping the doll business are impulse sales of fashion doll designs to customers in their 20s and 30s. The company has a new line of Gwen Stefani dolls in the works that it hopes will attract a mix of tweens, teens and younger women the way it did with the original Gwen Stefani line that established the company's presence in the doll market a few years back.
And while most agree that tastes are in flux, no one predicts dolls will vanish from toy aisles any time soon. "The nurturing and caring feelings dolls evoke are going to continue to make them a purchase of choice," says Charisma's Vicioso. "Dolls are always going to be a toy that people want —they create an emotional response."
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