With sales of Mattel’s Barbie™ and other
traditional dolls designed in the long-gone era when blonde, buxom and
brainless were considered by many to be the epitome of beauty tanking, the U.S.
doll market, according to the Toy Industry Association, remains rock steady at
$2.7 billion annually.
Thanks to the success of its rapidly
expanding line of Prettie Girls!™ multi-cultural, multi-ethnic, high-fashion
play dolls with positive back stories, One World Holdings, Inc. is arguable a
key player in taking up the slack left by Barbie and her over-endowed,
under-employed sisters and a major influence on redefining the doll market for
the post-Millennial Generation.
The first product line released by OWOO’s One
World Doll Project subsidiary, Prettie Girls!, like the athletic,
achievement-oriented individuals they are, hit the ground running at the 2013
International Toy Fair and never looked back. Within months of their debut they
had inked distribution contracts with major online doll vendors such as
DollGenie.com, AngelicDreamz.com, PattyCakeDoll.com and Wayfair.com as well as
mainline brick/mortar/online retailers including Toys R Us, Sears, Tucker’s Toy
Shop and H.E.B. Plus.
OWOO and The One World Doll Project were
founded by entrepreneur Trent T. Daniel and internationally known doll designer
Stacey McBride-Irby, a 15-year veteran of Mattel and creator of such
“out-of-the-box” Barbies as the 2009 “So In Style™” line of Afro-American
Barbies, the Alpha Kappa Alpha Sorority Centennial Barbie, and 2010′s Pet Vet
Barbie, Rock Star Barbie and Bride Barbie.
Not surprisingly, the founders’ vision for
the company, to craft dolls which “transcend global and ethnic borders to
create positive self-image in young women and girls,” has been instrumental in
attracting an all-star team of executives with an aggregate of more than 50
years managerial experience in dolls and other toy industry segments.
“We feel the Prettie Girls! effectively
represent diversity without making diversity the cornerstone of their
existence,” co-founder Daniel says. “That seems to be the main thing that
attracts little girls to our dolls, because multiculturism is simply a part of
the Prettie Girl world — just as it is at the schools the children attend every
day.
“The Prettie Girls! all live in the same
neighborhood, go to the same school, hang out at the same places — still they
come from all over the world,” Daniel explained to one interviewer. “We want
little girls to see the Prettie Girls!’ world not as some place far off on the
other side of the globe, but as a place right next door, around the corner and
down the street.”
With the most recent U.S. Federal Interagency
Forum on Child and Family Statistics showing that 47 percent of America’s
17-and-under population belongs to a minority group (equivalent to a potential
$1.27 billion slice of the doll market pie), One World Holdings clearly appears
to be the right company, in the right place, at the right time.
Not only do their dolls feature different
skin tones, body forms, and hair textures and colors, they are endowed with
their own personal back stories, recreational interests, career and education
aspirations and life goals.
Daniel is quick to point out, however, that
play is still at the heart of the any doll’s, and virtually any doll owner’s,
life.
“While we do want children to get a positive
message from the dolls, we still want them to be fun and engaging, so we have
integrated each of the girls’ desires, dreams, and directions into who they
are,” he says.
Far from a one-dimensional company with its
marketing sights trained exclusively on younger girls in their
playing-with-dolls prime, One World executives have identified and defined three
distinct market niches for their Prettie Girl Line.
• Young
Girls: For them, Prettie Girl dolls, clothes and accessories will be playmates,
friends they can lean on and, the company says, “a glimpse of their biggest,
brightest dreams.”
• Young
Women: In this market, OWOO expects their fashion-forward, goal-oriented dolls
to become a symbol of who their owners are and what they can achieve.
• Doll
Connoisseurs: In part because of their unique place in doll history, finely
detailed and stylish appearance and top-notch build quality and in part because
of Ms. McBride-Irby’s pedigree as a doll designer, Prettie Girls! are expected
to become high-prized and treasured acquisitions in the collectables market.
Much like the Prettie Girls! themselves, One
World Holding’s executives are serial goal setters and achievers. With their
first Prettie Girls! still new on the shelves and being featured by media
heavyweights like CNN, The Wall Street Journal, Bloomberg.com, Jet Magazine,
BET and numerous trade magazines, newspapers and local TV stations, they are
already deep into implementing phase two of their growth plan.
Among the new projects are a line of
Celebrity Signature Collection Prettie Girls!, the first of which features Real
Housewives of Atlanta star Cynthia Bailey in all her faux leather jacket,
belted metallic shorts and gold-hooped earring glory.
Other new initiatives include expanding the
appeal of the line to an ever widening circle of children and young women by
adding models from with even more ethnic and geographic diversity and a
potential move into the branded general merchandizing arena by licensing the
Prettie Girl brand to manufacturers of everything from stationary to shoes.
For more information, visit
www.oneworlddolls.com
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