Two of Zapf Creation's flagship brands are now the UK’s best-selling large dolls.
Baby Annabell tops the list as the number one large doll brand in Great Britain, while Baby Born was second.
Watermelon Creative have been commissioned to create style guides to support licensed product ranges based on the brands by spring 2015.
Baby Annabell lines are lifelike dolls that 'help prepare first born children for the arrival of a new baby brother or sister'.
Elsewhere, Baby Born has embraced recent technology with the launch of innovative dolls such as Baby Born Interactive. The dolls stay true to realistic mothering play patterns but also include a level of interactivity to engage children.
“We are delighted to have been formally recognised as the market leaders, with not only one, but two of our brands," said Tina-Louise Foster, snr director of international licensing.
"We are very excited to be working with Watermelon Creative and TLC to deliver our next precious bundle of joy. 2015 is set to be another incredible year for Baby Born and Baby Annabell”.