Exclusive: Zapf Creation – moving with the times

Published on: 17th May 2021

As Baby born marks its 30th anniversary, Rachael Simpson-Jones spoke to Kasia Leskow, Zapf Creation marketing manager, about why the  brand has stood the test of time.

Zapf Creation’s standout doll brand Baby born marks its 30th anniversary this year. To celebrate, the company is releasing a raft of new dolls that are leading the way in on-trend, yet traditional play.

The company has entered 2021 on strong footing, seeing YOY growth despite the numerous challenges in the marketplace. 2020 saw Zapf’s sales increase, not only in Dolls, but also in Dolls Clothing & Accessories; a result of the company’s ongoing strategy to increase its foothold in this area.

“We’re confident that we’re bringing through enough in the way of new and exciting product to cater to the ongoing high demand, and this should result in another excellent year for Zapf,” said Kasia. “We introduce new dolls with exciting functions into the marketplace every single year, and our clothing and accessory ranges are second to none. We follow fashion trends very closely to ensure doll fans can get their hands on the very latest looks, with colours, fabric types and patterns all reflecting the world kids see around them. My colleague Carmen Leutheuser, one of the heads of design, travels the world to follow the latest fashion developments from across the globe, and bring them back to Zapf’s doll ranges.”

As Kasia explains, Zapf dolls also boast a rich heritage in the marketplace. The Baby born brand is 30 this year, while Baby Annabell is almost 25 years old. She tells us more about the latest introductions to both ranges, as well as Zapf’s plans to celebrate Baby born’s big year, which include retail partnerships as well as  advertising campaigns, digital marketing and competitions.

Following the success of Baby born Surprise, Kasia also shared news of a new collectible range, Mini Babies, which is launching this autumn, as well as bringing us up to date on the latest sustainability initiatives for packaging from Zapf Creation.

Kasia added: “We are very excited on behalf of our retail partners that consumers now have the opportunity to return to the unbeatable physical shopping experience in search of the latest Baby born and Baby Annabell dolls.”

To read the full article which appeared in the May edition of Toy World, click here.



Former US Toys ‘R’ Us executives set to face trial over 2017 bankruptcy proceedings

Richard Dickson to deliver BLE opening keynote on Barbie

Playtime PR undergoes management restructure

Emma Prendaglia joins Wow! Stuff as SNAM

Mattel launches new Hot Wheels Unleashed Web3 collectibles

Obituary: Alison Quill

Rescue Knights launch event sees Paw Patrol take over Bamburgh Castle

Strong Hobbycraft profits lead to three new stores

Top Gun: Maverick breaks $1b barrier at box office

Retailers warn that online sales tax will damage small businesses