NEWS

Sindy selects The Point.1888 as licensing agent

Published on: 26th July 2022

Pedigree appoints The Point.1888 to represent Sindy’s licensing interests in the UK, with celebrations to mark 60 years of Sindy in 2023.

The Point.1888 has been appointed by Pedigree to represent British fashion icon Sindy in the UK. The team will initially look to organise impressive celebrations to mark Sindy’s ‘60 Iconic Years’, a milestone taking place in September 2023.

The heritage doll brand is aiming to be centre stage on top fashion runways as Pedigree looks to introduce contemporary and retro assets into the brand’s licensing programme. Ahead of Sindy’s 60-year celebration in 2023, Pedigree will seek new partners and collaborations via its new licensing agent.

“In 2023, Sindy will be celebrating 60 iconic years. To her existing fanbase, she represents one of their fondest childhood memories, and we plan to expand her popularity with a wealth of new fans amongst the younger generation,” commented Matthew Reynolds, MD at Pedigree Toys & Brands.

The iconic doll was first launched in 1963, selling over 150m dolls worldwide since then. The ‘Doll you love to dress’ unveiled new ranges of dolls, clothing and accessories in 2021 and 2022 via Kid Kreations, all of which encapsulate Sindy’s timeless beauty and doll play, as well as introducing arts & crafts activities. The latest doll range features themes including a fashion store, beauty salon, bakery and pet parlour, and also includes a ballerina and horse rider set in homage to Sindy’s most iconic looks.

Retail-focused licensing agent, The Point.1888, has been brought in to focus on delivering a new licensing programme across all categories. The team says the partnership is another exciting result for the agency, now in its 8th year, and strengthens its ever-growing client list.

“In a very uncertain world, trusted brands such as Sindy are on-trend as people crave something they love and trust. Parents want kids to be kids again and Sindy truly is the doll that encourages imaginative play,” said Pedigree’s Matthew Reynolds. “We are thrilled to be working with The Point1888, an agency with proven success in the kids’ category and the team behind leading brands such as L.O.L. Surprise! and CoComelon. It has a well-structured team covering all areas including retail, best-in-class licensing partners, marketing, social media and more. We can’t wait to get to work on a new consumer products programme that will include a range of Sindy’s unique USPs which fans relate to including include arts & crafts, fashion, personalisation, scene-setters and imaginative play, all of which will be a focus for products in the future.”

Becky Langer, senior commercial manager at The Point.1888, added: “Sindy is a British institution amongst both the fashion and toy industries. Bringing the brand on board ahead of her 60th celebration is an opportunity to showcase the strength and longevity of Sindy today. We are excited to start working on this iconic brand and deliver the ambitious and robust consumer products programme that Sindy deserves.”

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