OPINION: Why dolls are in demand

A Girl For All Time and Daughters of History founder Frances Cain explains.
Publish date:

Dolls today are enjoying a huge resurgence in the toy and gift sector and are firmly in the forefront of everyone’s minds for 2013. 

NPD released statistics in September 2012 stating that sales in the girls sector were up from the previous year, with the doll category experiencing a whopping 17 per cent growth over the same period. 

Girls are returning to traditional doll play in significant numbers and it looks to be even stronger for 2013 and beyond. 

Why the shift back to more traditional play and such an enthusiastic return to the doll shelf?

I think several crucial factors have coalesced to reinvigorate this sector that was once the cornerstone of the girls market.

One factor is pressure from the buying public for retailers to stock more age appropriate items for girls, which we have seen in campaigns such as ‘Let Girls Be Girls’ and ‘PinkStinks’. 

Read the full opinion piece here.

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