Toy World’s Marianna Casal takes a look at how the Dolls & Collectibles category has evolved and how suppliers ensure their products remain relevant in a crowded market.

Dolls was the fourth largest supercategory in 2023, worth £261m. However, sales are in long-term decline: according to Circana, the supercategory size has reduced by -£68m since 2021. Despite the Barbie movie driving sales last year, the Fashion Dolls category fell in value, as did the Dolls supercategory.

The collectibles market on the other hand grew +6% in value in 2023 and accounted for 22% of all volume purchased, as some companies have elected to pivot and encourage children and parents to embrace collectability in favour of larger, one-off purchases – or to support such items.

Zapf Creation introduced Baby born Minis last year with 24 miniature dolls to collect. Meanwhile, at Magicbox, collectability is being driven by introducing regular themes to its Kookyloos dolls.

Epoch is best-known for Sylvanian Families within the collectible space. Sylvanian Families sets are in the mid to higher price range but even so, the range has remained a best-seller. This is a brand which has enjoyed longevity, proving popular from generation to generation through a combination of nostalgia, imagination and play value. Phil Hooper, managing director at Epoch, explains some of the factors behind the brand’s enduring success to Toy World readers.

Examining how suppliers in this category are staying competitive, we also discuss the latest developments from Magicbox, IMC, Mattel, MGA and Battat, which are just some of the companies  presenting their latest ranges in the wider feature.

To learn more about the latest dolls and collectibles being launched, click here for the full article, which appeared in the May edition of Toy World.