Kmart Expands What a Doll Line for Holidays

In anticipation of the holiday shopping season, Kmart is adding new dolls and clothing assortments to its exclusive What a Doll line. The collection launched in U.S. stores last month.The current line includes a variety of 18-inch dolls ($29.99 each), clo

April 6, 2018

In anticipation of the holiday shopping season, Kmart is adding new dolls and clothing assortments to its exclusive What a Doll line. The collection launched in U.S. stores last month.

The current line includes a variety of 18-inch dolls ($29.99 each), clothing and accessories ($19.99 to $24.99), as well as travel bags and cosmetics. New assortments, featuring seasonal outfits and more, will hit stores in October and November. The Alexander Doll Company is the doll licensee. Kahn Lucas Lancaster is the brand owner and is responsible for the apparel categories (dresses, sportswear and sleepwear).

In addition, Kmart is launching a What a Doll online destination, featuring activity ideas for play dates, sleepover parties and healthy cooking, as well as coloring pages.

"Kmart is excited to help little girls make everlasting friendships by bringing the What a Doll collection to stores nationwide," says Dev Mukherjee, president of seasonal and toys at Sears Holdings, Kmart's parent company. "We

hope parents will appreciate the value of the dolls, not only for their affordability, but also for their children, who will learn new means to express themselves through safe and creative playtime."

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