Big push on product development and marketing planned for 2014 and beyond from Arklu and Marbel.

Lottie line carves a niche in doll sector

It has been a year since the Lottie range launched in the UK, and distributor Marbel has already seen a solid take up from retail – and has ambitious plans going forward.

Lottie dolls promote the message that ‘little girls should be themselves and not try and imitate their older peers with make-up and teen-style clothing’.

“The dolls are designed to appeal to three to nine year olds and they are modelled on a nine year old girl. This is to help healthy development in young girls by not giving them unrealistic expectations of how they should look at nine years old,” Marbel marketing manager Phil Nelson told ToyNews.

“This message should definitely help the doll appeal to retailers as they are helping promote the message by stocking the doll and it is a positive message that many people agree with. The dolls are so popular and lovable with parents and children that it doesn’t seem like a risk.

“We hope that most parents will see that Lottie is going to have a positive impact on their child and they are happy to steer their child in a different direction to what is seen as popular in the media.”

The firm also believes Lottie will stand out from the doll sector by offering something different.

“Most dolls that are already on the market focus on teenage-style make-up and clothing, Lottie has a notable absence of heavy make-up and wholesome clothing and she is offering something that no other products offer,” said Nelson.

While in its early stages in the UK, the range has already performed well in the US, Brazil and Australia, and Marbel has an extensive marketing campaign planned in 2014 to help Lottie achieve similar results over here.

“We are planning a soft release at Marbel this year, focusing on gaining key store space using in-store POS material such as display stands,” Nelson continued.

“Arklu have invested lots of time and effort into a really strong plan for future product development. We are really excited to show retailers the new Lottie products at Toy Fair next year and outline the whole marketing campaign set for 2014. Lottie is going to feature heavily in the UK market, a strong retail base is being created now, ready for a really big push on product development and marketing activities in 2014 and beyond.”

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