Dolls Go Soft for 2006

“Parents get frustrated with dolls that fall apart … so they look for the more unique product and seek out specialty stores.” — Rich Gordon, Learning Express

When retailers report grown men buying plush dolls for themselves, you know something’s up. Squeezable is in for 2006, 20 specialty toy retailers who carry dolls told TDmonthly. Though most still report dolls as their “weakest category,” five are actually expanding their lines with cuddly new offerings from Pretty Ugly, Corolle (ToyShow), Manhattan Toy (ToyDirectory) and Madame Alexander.

“We’re anticipating bigger sales from Ugly Dolls,” Kevin Hart, co-owner of Toy Store in Atlanta told TDmonthly Magazine. “There’s been a pretty broad appeal to boys and girls, and the age group can’t even be pinpointed. I’ve literally seen people buying them as baby gifts and adult men buying them for themselves.”

“We don’t do a huge doll business, but we do a nice job with Corolle, and honestly see the potential of doubling that business this year,” shared Rich Gordon, owner of Learning Express of Exton, Pa. His Corolle sales grow because, “Parents get frustrated with dolls that fall apart … so they look for the more unique product and seek out specialty stores, and Corolle fits the bill perfectly.”

“We had a very strong year with dolls,” agreed buyer Susan Sellers from Treetop Kids in Washington, D.C. Her top sellers were Lila from Corolle and Sweet Sound Baby by Small World Toys. Thirteen of 20 specialty retailers said that they were banking on Corolle for 2006.

Buyer Betty Nobles from the Village Toy Shop in New Hartford, N.Y., said that Lee Middleton did well for her in 2005; she’s looking forward to a new line of play babies, due out in July.

“We’ve been into play babies for a few years now and we're just trying something new for the year,” Becky Richardson, director of marketing for Lee Middleton, told TDmonthly. The dolls will retail for $13 and up, depending on size.

Götz’s Precious Day and Maxy Muffins are three retailers’ favorites for the 2006 race. “This year, Götz has updated all of the outfits on the Precious Day Girls,” said Susan Tice, public relations director for International Playthings.

Dee Dee Culotta, owner of Victoria’s Toy Station in Baton Rouge, La., had found Manhattan Toy’s Cuddle Dolls — Miss Dessa, at a Dallas event in January. “We’ve sold out already … People have loved her.” Idanna Smith, owner of Juggles in Wakefield, R.I., agreed.

Despite the dolls being sold at Target (and rumors of a move to Toys “R” Us), six retailers are counting on Miss Dessa’s soft “sisters” — the Groovy Girls — to keep on trucking. “There’s a whole brand new line of Groovy Girls,” enthused Jeanne Orlando, manager of The Purple Bear in Guilford, Conn. “We’ve already received it and we love it.”

But Gladys Griffin, owner of Main Street Toy Shop in Columbus, Ga., lamented that her “Groovies have died. So I’m thinking of going into the Trixies and see how they do.”

The new Trixieville line has two other retailers on the fence. Tricia Cooper, buyer for Le Jouet in Metairie, La., ordered them “because fairies are big”; she’s hoping that pixies will be, too.

The other new line that retailers are tentatively circling is the Fashion Angels 17” standing plush by The Bead Shop (ToyShow). Barbara Vininsky, owner of Jack & Jill in Montreal, Quebec, however, had no reservations:

“What’s going to be strong? Fashion Angels,” she told TDmonthly. “With the addition of the clothes, I see it as a fourth-quarter item.” As far as predicting hits in her store, Vininsky said she’s “almost never wrong.”

Here are the (mostly) soft dolls that retailers are counting on to bring in hard cash for 2006, as well as some of the other dolls that the TDmonthly camera crew caught on tape at New York International Toy Fair and the Western States Toy and Hobby show in Pomona, Calif.: