Exclusive – Emmanuelle Cadet on the success of Hairdorables

Published on: 6th April 2020

Just Play’s inspirational girls’ brand, distributed by Flair in the UK, has raised the stakes once more with the launch of the Hairmazing fashion dolls collection.

After almost two years in the market and with a licensing programme underway, we spoke to Emmanuelle Cadet, head of marketing, to find out what makes this brand tick.

“It’s been almost two years since launch and the brand keeps growing with every new series, ” explains Emmanuelle, when asked how the brand has been performing in the marketplace. “We created a loyal fan base and with the innovation coming through, we have ensured it has plenty to look forward to. Last year alone we sold over 300,000 dolls and Hairdorables was the fourth fastest growing property in NPD’s Playsets Dolls category.”

The Hairmazing collection, which launched two months ago, introduced on-trend clothing and packaging that opens out to become a catwalk. The line will be further expanded later in the year with the next series, the Prom Perfect collection.

Emmanuelle adds: “Hairdorables is an evergreen property for Flair Just Play: we want to keep bringing innovation to the brand, always surprise our fans and offer them something to look forward. This year’s line will certainly deliver on this.”

To read the full interview with Emmanuelle, which was published in the April issue of Toy World, click here.


Smyths Toys acquires PicWic Toys

Full steam ahead for Toynamics’ Hape railway campaign

Golden Bear reports exceptional sales for Curlimals range

Exclusive: Talking Shop

Exclusive: Focus on Tech Toys & Gadgets

Trends UK celebrates 20th Anniversary at British Grand Prix

Tonies launches George adventures for Peppa Pig fans

Sainsbury’s reports substantial drop in Argos sales

Bluey to launch second series on CBeebies and BBC iPlayer

Exclusive: Schleich unveils new global brand strategy