In 2008 the total girls’ market was worth £1.2 billion (excluding video games) with fashion dolls accounting for ten per cent of total sales – the largest category outside of pre-school for girls (source NPD Consumer Panel Service).

Sales of fashions dolls reached £112m in 2008 with ages four to seven particularly key to the category, accounting for 60 per cent of the total volume sold. However, ages two to three years are becoming increasingly important as an entry level with 16 per cent of sales now through that age range.

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