New York
Act Daily News
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Mattel is giving preschoolers a brand new age-appropriate Barbie doll that it says is healthier fitted to their wants.
The doll, referred to as “My First Barbie,” is particularly created for youths three years outdated and older, mentioned Lisa McKnight, govt vp and international head of Barbie and dolls for Mattel. The age vary for the unique Barbie vogue dolls is for youths 3 and up.
“We talk to parents and kids almost every day. Interestingly, what came up more and more from parents who grew up with Barbie themselves was that they wanted a Barbie doll that was easier to play with for little hands with less dexterity,” mentioned McKnight.
Although the toymaker has launched My First Barbie-branded dolls through the years, that is the primary model of the enduring doll for preschool youngsters.
McKnight mentioned the model took this perception and commenced the method of growing My First Barbie a 12 months in the past.
The $20 doll, which is on the market for buy starting this month at Walmart,
(WMT) Target,
(TGT) Amazon
(AMZN) and different retailers, is noticeably completely different from the unique Barbie.
My First Barbie is bigger, 13.5 inches tall versus 11.5 inches for the usual Barbie vogue doll. It additionally has a softer physique and extra articulated legs and arms.
McKnight mentioned the doll’s arms characteristic a particular design change. “The hand is closed, so the thumb is not detached. We did this to make it easier for little hands to dress and undress the doll,” she mentioned.
Mattel is launching the doll in 4 pores and skin tones and with equipment like footwear and purses, a summer season seashore look full with a solar hat and swimsuit, different vogue clothes with Velcro fasteners so little youngsters can simpler change her garments and bed room and tea time play units.
“This is a first for us, to create a bespoke Barbie for preschool children,” mentioned McKnight.
First launched as Barbie Millicent Roberts in 1959, Mattel offered 300,000 Barbie dolls within the first 12 months of her launch. To date, it has offered greater than a billion dolls worldwide. One gauge of the Barbie’s enduring recognition: the corporate says greater than 100 Barbie dolls are offered each minute.
Barbie continues to be the dominant doll model and the No. 1 vogue doll model globally. It was among the many prime 5 best-selling toy properties within the first 9 months of 2022, in accordance with market analysis agency NPD. It named Barbie because the top-selling international toy property of the 12 months in 2021.
Mattel’s try with My First Barbie is smart, mentioned Jim Silver, a toy trade professional and CEO of Toys, Tots, Pets & More, an trade evaluation web site.
“Mattel is successfully filling a void for this age group. They’ve found a way to bring the Barbie fashion doll to an even younger consumer,” mentioned Silver.
“There’s very little out there in the toy market for preschoolers in dolls that isn’t a baby doll. But kids younger and younger are asking for a Barbie, which is for ages 3 and up,” he mentioned. “So this is a great opportunity for Mattel to introduce Barbie even earlier to kids.”