OPINION: Why dolls are in demand

A Girl For All Time and Daughters of History founder Frances Cain explains.
Author:
Publish date:
10_frances.jpg

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.

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.

Related

3 Girl for all time.png

Gender defender

A Girl for All Time’s Frances Cain explores why the toy industry still needs to offer ‘boys’ and ‘girls’ products, without telling kids that one is better than the other.

Featured Jobs

GAMEPLAN LOGO 3D hi res

Marketing Director UK

Gameplan I Southeast of England I Salary: Competitive I Date Published Monday 7th January 2019

Rainbow logo landscape_home of classic Final

Product Manager

Rainbow Designs Ltd I Olympia, London I Salary: Competitive I Date Published Wednesday 16th January 2019