Meet the dolls are in fashion

Avery, a mall doll 25 inches tall and injection-molded plastic, whose blond hair cascading to his knees, there's nothing Rapunzel. Rapunzel also have envied the stylish wardrobe of Avery and his arsenal of styling tools.

One among a quartet of Moxie Girlz, Avery is among the latest in a multitude of fashion dolls to compete for attention on the shelves of toy stores this season, with its cutting-edge clothes are making them a success in a nation of elementary school girls who aspire to be Rachel Zoe, celebrity stylist.

The Moxie Girlz, along with four Barbie dolls and Liv Fashionista, filed in August tend to be more fashionable than be flashy.

Contrast, especially with the heavy-headed Bratz Dolls, whose clothes sometimes provocative and fabulous lives of the franchise became a U.S. $ 1,000 million years ago. But the Bratz dolls have disappeared from the shelves of toy from Mattel won a lawsuit for copyright violation against its manufacturer, MGA Entertainment, the last year.

"The Bratz celebrating materialism, we do not," said Ben Varadi, the creative director of Spin Master, the Toronto company that produces plastic dolls Liv, positioned as the anti-Bratz.

For better or for worse, these new fashion doll "reflect what is the culture now," said Varadi.

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What Liv and her entourage have abundant locks, articulated joints, back stories (Sophie, one of the girls Liv, is an aspiring celebrity stylist) and full social calendars which are documented on the web. Its interactive features and appearance of a clean face, prominent in television commercials have led to the first site in the lists of holiday shopping at Wal-Mart, Target, Amazon and Toys "R" Us.

"From the Bratz, there was nothing really exciting in the category of fashion dolls," said Garrick Johnson, industry analyst at BMO Capital Markets toy. But when addressing the aspirations of girls aged 8 and 9 style-conscious, new dolls as Liv and Moxie have "revitalized the category of fashion dolls," Johnson said.

Barbie and Barbie accessories still dominate the shelves of toy stores, retailers and analysts say, grabbing about $ 3000 million annually. In contrast, lines are expected to Liv and Moxie generate between $ 30 million and $ 40 million this year, said Jim Silver, editor in chief of Timetoplaymag.com.

Others argue that Liv would be for a day to dethrone Barbie. "If I were Barbie, I'd be really worried," said Lutz Muller of Klosters Trading Corporation, a market research company of toys and video games. "Liv is an excellent doll construction with much better functionality than most of its competitors.

Mattel seems unperturbed. "The main indicators, including the most recent market share growth for Barbie show," said Richard Dickson, senior vice president of the company. "Barbie doll has remained the main fashion for 50 years while other brands come and go."

"We wanted to create a sense of collectible dolls," said Varadi, who gave Liv wrists like glass eyes, shiny hair, wigs interchangeable and 14 points of articulation.

Liv Although the relatively affordable cost of $ 20, the price of $ 20 for a package of wigs might mean for their owner to buy a hair ornament for herself.

Moxie is representing a serious challenge for Liv in part by appealing to the creative side of the girls: Some of the items that come with Moxie can be colored and cut by hand.

Bratz dolls were sometimes criticized as being heavily made up and dressed suggestively. Some child psychologists worry that the new dolls, which come with "needs" as hair dryers, and handbags, represent another problem. "They are stealing the opportunity to use their imagination," said Claudia Paradise, a psychoanalyst who works with children. "But this is big business," he said with resignation.


Good Guys personally, I think that these dolls never achieved the fame that had BRATZ, NEVER.