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The PopCult Toybox
Later this week we will run a detailed report on what Mattel showed for Barbie at the 2019 International Toy Fair in New York, which just concluded yesterday, but today we’re going to take a look at what we can expect from the other fashion doll lines on the market.
Right off the bat, because there has been so much interest in Monster High here in PopCult since I covered the demise of the toy line last year, I have to tell you that there is no real news to cover. However, there are some encouraging signs.
The Monster HighYouTube channel continues to be updated with fresh content every week or so. The property has been mentioned as possibly being among the 22 television pilots in development from Mattel’s new TV production unit, and the official website is still up and running. That’s the good news. Also, the Monster High girls have not been painted out of the huge Mattel mural on display in their press-friendly showroom.
Hasbro also unleashed a slew of new dolls based on the upcoming Descendants 3 movie.
Late last year Robert Tonner shut down the Tonner Doll Company, and started over with the high-end Phyn & Aero company, which will continue some Tonner doll series, but not the licensed properties like DC Comics and Harry Potter. Phyn & Aero seems intent on chasing the high-ticket market, with dolls that sell for the $120 -$300 range.
MGA Entertainment, who had an amazing year with their award-winning L.O.L. Surprise line of blind box mini-dolls, seemed focused on that toy, which is one of the best-selling in the world, and doesn’t appear to have shown any new Bratz or Project Mc2 product this year. There is a new Bratz designer collection, with the first assortment featuring the work of Hayden Williams, but it is exclusive to Amazon and therefore was not on display at Toy Fair.
That’s a quick look at the non-Barbie fashion dolls. Check PopCult in a day or so for a look at what Mattel has planned for Barbie’s 60th year.