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Just Play to build extensive licensing portfolio around Hairdorables dolls brand

Just Play’s popular collectable doll brand, Hairdorables is making a move for the licensing space, tapping Evolution USA as its licensing agency charged with building a portfolio of consumer products around the toy IP.

The brand is targeted to girls aged five to nine and was recognised as the fastest growing small doll property in 2018. Hairdorables Dolls were selected as Toy of the Year Finalist Doll of the Year earlier this year.

Travis J. Rutherford, founder and chief revenue officer at Evolution, said: “Hairdorables is a fresh new take on the traditional small doll play pattern, combining big hair play, surprise unboxing and collectability of characters that embrace individuality, creativity, friendship, living in an animated version of today’s creator community.

“The core toy line from Just Play is already a major success at key retailers throughout the world, with sales of over 5 million units in less than a year in over 30 countries. Noah and the rest of the Hairdorables squad are poised to take significant market share in the girl’s aisle on a global scale.

“We are excited to build a strategic and sustainable licensing and promotional program for the Hairdorables brand, with the full support of the entire team at Just Play.”

The brand will be heavily supported with an “always on” content strategy including a short form series, animated vlogs, toy play videos and how-to tutorials, combined with television advertising, national television appearances, social media and many future waves of collectible products.

Evolution will now look to take the Hairdorables brand into categories including apparel, accessories, stationery and back to school, social expression and party goods, arts and crafts, and health and beauty.

“The full service solution and deep industry experience that the entire Evolution team brings to Just Play is a perfect fit with our goal of building out a long term global brand. We are thrilled to be working with Evolution to expand the Hairdorables franchise,” said Geoffrey Greenberg, co-founder at Just Play.

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