Kid Kreations brings back Sindy for a new generation

Kid Kreations, makers of award-winning doll brands DesignaFriend and Tiny Treasures, has launched its brand-new Sindy Play range, available now at Sainsbury’s and Argos.

Following the success of the 2020 Sindy Collectors range which was aimed predominantly at the adult doll market, Kid Kreations, who are working under license with Pedigree Toys, have designed the Sindy Play range with young children at the very heart.

“Sindy is a true British icon, and as a small UK company we are very proud to be bringing her back for a whole new generation to enjoy,” says Linda Osborne, MD, Kid Kreations.

Inspired by the British high street, the Sindy Play range includes six playsets with each doll assigned to a shop theme: a fashion boutique, a bakery, a hair salon, a pet parlour, a ballet studio and a riding stable. Each playset includes a doll, plastic play accessories and a craft kit for even more fun after opening. The packaging of each playset has been designed to create an instant play scene to extend play value and also eliminate unnecessary waste; the only part of the packaging that needs recycling is the plastic layer that holds the doll and accessories in place.

“We wanted Sindy to be different and thought that instead of destroying the packaging and only having a doll at the end of it, and a lot to throw away, let’s use the box to create Sindy’s world instead,” says Rachel Godfroy-Scott, Sindy Play Designer at Kid Kreations.

The Sindy Play range fuses together traditional doll play with arts and crafts. Designed to encourage creativity and stimulate imaginations, each playset includes a crafting card insert that can be cut and made into various furniture items that can be used within the packaging play scenes, allowing children to build their own world for Sindy through crafting. Additional crafting ideas and activities can also be downloaded for free from

The Sindy Play doll range includes three different skin tones, six different hair colours, three different eye colours and brings to the market the first black Sindy doll since 1978.

“We wanted any child who plays with Sindy to know that there was a doll that represented them in some way. I think that we should never repeat the same doll twice, so each play range makes Sindy more and more diverse,” says Rachel Godfroy-Scott.

The new Sindy Play range is available to buy from Sainsbury’s and Argos and ranges from £20–£35. A collection of Sindy Play outfits will also be hitting stores very soon.



About Tessa Clayton

A former Chief Sub of Red magazine, Tessa Clayton is the Digital Editor of and ToyNews. As a freelance journalist she specialised in writing about parenting and family life, and has contributed to a wide variety of publications and websites including Tesco online, Mother & Baby, Livingetc, Junior, Boots Health & Beauty, Practical Parenting and Get in touch at

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