has been appointed by Pedigree to represent Sindy, representing Sindy’s brand licensing interests in the U.K., as it initially looks to make her “60 Iconic Years” celebration huge in September 2023.
The doll brand is aiming to be center stage on the top fashion runways as Pedigree looks to bring contemporary and retro assets into the brand’s licensing program. Ahead of Sindy’s 60-year celebration in 2023, Pedigree is looking for new partners and collaborations via its new licensing agent.
The doll was first launched in 1963 and has been synonymous with British fashion ever since, selling over 150 million dolls worldwide. The “doll who you love to dress” has seen new ranges of dolls, clothing and accessories launched in 2021 and 2022 by Kid Kreations, all of which encapsulate Sindy’s timeless beauty and doll play as well as arts and crafts.
“Sindy is a British institution amongst both fashion and toy industries,” says Becky Langer, senior commercial manager, The Point.1888.
A retail-focused licensing agent, The Point.1888, has been brought on to focus on delivering a new licensing program across all categories.
“In 2023 Sindy will be celebrating 60 iconic years,” says Matthew Reynolds, managing director, Pedigree Toys & Brands. “To her existing fanbase, she represents one of their fondest childhood memories, we plan to expand her popularity with a wealth of new fans amongst the younger generation. 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. We are thrilled to be working with The Point.1888, an exciting agency with proven success in the kids’ category and the team behind leading brands such as LOL Surprise and Cocomelon. They have 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 program that will include a range of Sindy’s unique USPs which fans relate to including arts and crafts, fashion, personalization, scene-setters and imaginative play, all of which will be a focus for products in the future.
The Point.1888 is exhibiting at Brand Licensing Europe 2022. Find out more infohere
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