Feature - Dolls & Collectibles

All dolled up

Dolls & Collectibles suppliers are moving with the times and tapping into modern play patterns to keep the category fresh and appealing. Toy World’s Caroline Tonks spoke with a range of leading brands within the space to see how they’re keeping children invested in the category, maximising the potential of the kidult market and much more.

Dolls have been a part of children's lives for thousands of years. Flat pieces of carved wood, painted with hair made of strings of clay or wooden beads, have been uncovered in Ancient Egyptian graves dating back to 3000-2000 BC. Today, there is a broad spectrum of dolls available all around the world, with something to suit the interests of every child.

However, according to Circana data, the overall spend on toys for total girls/women has been in decline for the last four years. In the April issue of Toy World, Emilie Erktan, senior account manager, Toys UK, Circana, cited Circana Consumer 360 data, stating that spend on girls has reduced by -3% in 2024 versus 2023 and -12% versus 2020, representing a decline of around £850m.

“To understand in more detail where the decline has come from, our Sentiment Survey in January asked if shoppers who have spent less on toys for girls are spending more on other categories instead,” states Emilie. “The top two categories where they said they spent more were Clothing/Footwear/Accessories and Beauty. Beauty was significantly higher in the UK compared to Europe, with 52% of respondents saying they spent more on Beauty for a girl in the UK versus 40% in EU5. This figure reached 67% for girls 10-12 years old, highlighting the trend for younger girls asking for beauty products.”

As a result of this shift in interests, the category has had to make some changes to keep young children interested in dolls for longer. At MGA Entertainment, Yummiland bridges the gap between Dolls and Beauty, and is the No.2 best-selling item in Playset Dolls Collectibles YTD February 2025 in value sales. “Alignment to trends is key,” explains Pamela Justice, head of Marketing for the UK & Ireland, MGA Entertainment, “such as tapping into makeup trends with the launch of Yummiland. We have seen huge success with the brand since the launch in 2024.” The range will continue to marry the make-up trend with Gen Alpha this autumn. The growing trend of make-up, combined with the fun element of colour change, will be used to build the line with additional product offerings.

The Baby born Styling Head Artist from Zapf Creation also encourages unlimited artistic play. From hairstyling to makeup, this engaging toy nurtures confidence, imagination and hands-on creativity, ensuring that the magic of play continues to inspire through every stage of childhood.

To keep children invested in dolls for longer, suppliers are finding ways to pique their interest by incorporating what they see around them day to day, including looks and fashion, trending themes, social aspects and more. The Desi Doll Company creates toys that nurture a love for learning and bring joy in discovering the Islamic faith. Inclusivity remains at the core of the brand. The Desi Doll range now features dolls in a variety of skin tones and cultural clothing inspired by different parts of the Muslim world. Its flagship talking dolls, Aamina and Yousuf, teach Islamic phrases and values, helping children learn through repetition and play. The girl dolls also come with a removable hijab, offering a chance for children to explore positive conversations around modesty and head covering.

“There are two things important to Muslim parents: their children’s education and their Islamic faith,” explains Farzana Rahman, founder of The Desi Doll Company. “And when those two things come together in the form of fun and interactive educational resources, it’s a win-win for everyone. Parents are keen for their children to be educated about their faith in a gentle and nurturing way, creating meaningful playtime.”

As a leader in the Dolls category, Mattel is celebrating role models for young children by giving remarkable women from all different backgrounds and careers a platform through The Barbie Dream Gap Project. From actress Helen Mirren and space scientist Dr. Maggie Aderin-Pocock to Italian paralympian and activist Bebe Vio and salsa singer Celia Cruz, the lives and stories of these role models are empowering a new generation.

“International Women’s Day is always a huge moment for Barbie, and we marked this moment with new role models – actresses Hannah Waddingham and Juno Temple - and a Heart Radio sponsorship programme,” says Kelly Philp, senior director Marketing, Mattel UK. “The week-long activation marks Barbie’s debut in a radio campaign, featuring presenter live reads, co-branded content, trails, sponsorships and social media.”

Mattel has also recently announced that Barbie is introducing a doll in the likeness of basketball legend, LeBron James. The Barbie brand is now bringing Ken to fans in an unexpected way; ahead of the iconic character’s 65th anniversary in 2026, the brand will honour ‘Kenbassadors’ who are inspiring and contributing to a better world for all.

Kidults are playing their part in keeping the Dolls category alive, especially on platforms like TikTok. Creators love to show off their extensive collections, especially with the likes of ranges such as the iconic Monster High dolls. Both @mad._.dollz and @KesCollects have gained thousands of followers and millions of views and likes on their platforms for their collections, where they publish content on doll hunting, new finds and classic pieces that give viewers a sense of nostalgia.

Epoch Making Toys launched the Sylvanian Families TikTok account at the end of last year which, combined with its Instagram channel, influencer strategy and social media advertising, opened up more opportunities for the brand to reach teens and kidults, as well as millennial parents looking for gift ideas. Fans are organically sharing content and opening blind bags, as well as unboxing the latest families and sets.

While the target age for Desi Dolls is two to eight years, Farzana is also embracing the power of social media to target Muslim parents. “We’re always creating content showing how our dolls are literally the answer to their prayers, teaching children about their faith through fun and interactive play,” she explains. “We have to be very creative with our content to really connect with parents and convince them of the value and benefits of our dolls. Usually, it’s by creating videos of children engaging with our dolls and showing off what they’ve learnt. This in turn convinces other parents to want the same effortless and joyful learning for their own child.”

Doll brands are also tapping into the kidult market through different fashion collections. Dolls Kill, a global online fashion brand for streetwear and Y2K fashion, released Dolls Kill x Bratz, full of platform shoes, graphic tees and clothing pieces in the Bratz style. Dr. Martens has collaborated with Bratz on a collection as well, with three new shoes for fans – the 1B99 Bex Bratz boots, the Mattison Strap Bratz sandals and the Buzz 5-eye Bratz shoes. Back in July 2023, as Greta Gerwig’s Barbie hit theatres, Zara ran a special Barbie capsule collection full of ready-to-wear and accessories. There were movieinspired outfits like the Pink Barbie Cowgirl and the opening scene’s pink and white checked dress, as well as a black and white striped swimsuit to commemorate the original Barbie from 1959.

While there are a growing number of modern play patterns within the category, the timeless appeal of role play and nurturing play patterns have continued to be a cornerstone of Dolls & Collectibles. Early-stage role play is critical in child development, supporting their empathy, social skills, communication skills and an understanding of the world around them. Series Two of Zuru’s 5 Surprise My Mini Baby range includes 15 new mini baby playsets, complete with unique accessories. There are three different types of ultra-realistic mini silicone babies to collect. The playset accessories are designed to be discovered and matched to the babies, for putting together to build a nursery setting and enabling children to create an entire play ecosystem.

Zapf Creation’s Baby Annabell Hannah Lets Play 36cm is an interactive first doll (suitable from one year). She makes sounds, hiccups and drinking noises, and falls asleep when laid down. The company’s Baby born Mermaid is ideal for children who love fantasy and imaginative play. This doll transforms playtime into a magical experience as her tail changes colour with movement, promoting sensory exploration and curiosity.

“While we are always looking to bring newness to the brand, the caring and nurturing themes which Sylvanian Families has always been known and loved for are still very relevant today and provide a cute, utopian world in which children are free to explore their imaginations,” says Matt Shaw, Marketing manager, Epoch Making Toys. “In response to the demand for cute mini toys, we’re continuing to grow our offering of baby figures.” In 2025, two new nursery sets will be available – the Nursery Princess Play Set and the Nursery Concert Set, which comes with three baby figures. Dressed in fun pop band outfits, they are ready to perform with their musical instruments, which include a star-shaped piano with moving keys and a wearable sousaphone.

Maison Battat’s brands – Our Generation Dolls, Hey Bestie and Lullababy – bring something unique to the table, and the impressive growth and expanding presence in the market shows just how much demand there is for high-quality, imaginative play. Lullababy has quickly made its mark with its stylish, high-quality dolls and accessories. With a focus on inclusivity and contemporary design, the brand’s dolls offer not just play value, but also a way to nurture empathy and care.

“Despite the challenges that fashion dolls are experiencing for a number of reasons – notably price points, newness and other category competition – the nurturing doll category is in robust health,” Pamela tells us. “With Baby Annabell and Baby born the No.1&2 bestselling properties in Nurturing Dolls and Accessories, this evergreen division of the category remains strong.” MGA has worked hard over the last 18 months to adjust price points in key lines within key brands to offer a doll for all households, whilst not compromising on quality and playability.

To discover what the Dolls & Collectibles category has to offer in 2025, continue reading through the following pages where Toy World highlights products from a range of leading suppliers.