When Unique Dolls Go Mainstream

Specialty Doll Manufacturers Manage Growing Pains

By Alison Marek
July 2006

With Groovy Girls and Only Hearts Club already at Target and Lee Middleton heading to JCPenney, retailers wonder, what's the incentive to carry dolls once considered the anti-Barbie? Manufacturers say there are still plenty of reasons to keep the dolls in stock, but they recognize it may take some convincing.

“The best way to maintain value on a product overall is try to deal with retailers who value it in the same way you do,” said Mary Beth Jefferds, vice president of sales and marketing for the Tonner Doll Company (ToyShow).

Manufacturers have limited control on price, however. Anti-price-fixing laws prevent enforcement of suggested retail prices, so it’s up to a dealer (or a collector) to set the sales price.

Read next month's issue of TDmonthly Magazine to get the whole story.