The Swiss company will be expanding its range to the US and exhibiting at New York Toy Fair for the first time.
In 2016, Swiss company Finfin AG created the brand I’m a Girly with the mission to create ‘sustainability with style’ and empower youth. The range includes fashion dolls and styling heads which encourage children to play creatively and find their own style.
The company has since enjoyed a successful Christmas period, hosting a styling party with the Beckham family; plus an encouraging start to 2020 at Nuremberg toy fair. I’m a Girly now plans to expand to the US and, for the first time, will present its popular fashion dolls and styling heads in New York at the annual toy industry trade show taking place later this month. During five days, industry professionals, retailers, and press representatives have the chance to see the brands newest product, I’m a Wow, as well as existing lines. While the focus so far has been on the European market, I’m a Girly will expand globally in 2020.
“We have been getting incredible reactions and endorsements in the past two years, from the kid next door to celebrities. Now, we are ready to cross the pond,” said Daniel Ammerschuber, business development manager at I’m a Girly.
At the same time that I’m a Girly was founded, the brand’s own design team Kids4Kids was created. Consisting of a panel of boys and girls, the design team meets regularly to discuss and design new clothing and accessory collections. In addition to the Kids4Kids design team, other children also regularly get the chance to design new clothes and accessories and participate creatively in the design process. For the new I’m a Wow line, the team from I’m a Girly got help once again from the Kids4Kids design team and let children advise them. From the dolls’ faces and hair to the outfits, everything is co-created by junior designers.
Through regular castings in the form of styling competitions at events and via social networks, young fans of the brand have the opportunity to actively influence future designs, ensuring that the products are tailored to children’s needs.
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