Just Play is bringing endless styling play to the toy aisle with the brand-new Style Bae dolls and fashion sets.

Debuting at multiple retailers and with a Smyths exclusive this month, each Style Bae doll in the four-doll assortment features a 3D sculpted head with rooted hair and a 2D body that can be outfitted in trendy peel-stick-style fashions and accessories. The themed sets include Y2K Gurl, K-Pop Princess, Pop Punk Star, and Streetwear Queen.

Just Play says the new doll range redefines fashion play with a crafty twist. Young fashionistas can unleash their inner designer using the innovative reusable peel-and-stick fashions to create over 850 outfit options as they mix, match and craft to create the ultimate fashion statement.

Style Bae also offers kids a unique and customisable way to explore styling and accessorising outfits quickly and easily, as the 10” dolls can be changed from one look to the next in no time at all. The reusable peel and stick fashions are easier for small fingers to manipulate than traditional fashion doll clothes and more durable than paper doll fashions. Each doll includes a wardrobe full of on-trend and aspirational ensembles that can be mixed and matched with the wardrobe pieces from other Style Bae characters.

“We wanted to create a line that empowered girls to customise and express their personal style quickly and easily,” stated Sunny Lauridsen, senior vice president of Global Brand Strategy and Marketing at Just Play. “By combining 2D and 3D formats, Style Bae brings break-frame innovation into the fashion doll space. The amount of variety of custom combinations is unmatched by other fashion dolls at the £24.99 price point.”

In addition to the Style Bae dolls and fashion sets, Just Play is launching a Style Bae mobile app that offers a digital version of the mix-and-match styling fun with the Style Bae characters. Users can take a photo of their face to use as the doll head, choose their favourite combination of fashions and accessories, then share the image with friends.

Fans can share their personal style with the help of their parents at Stylebae.com and follow the fashion fun on Instagram and Tik Tok @Official_Stylebae and #stylebaebesties.

The Style Bae doll brand was designed and created by Shelly Owen, owner of OLO Industries and licensed to Just Play via OLO’s Licensing and Brand Management agent, Evolution USA, LLC.