One World
Holdings subsidiary, The One World Doll Project’s multi-cultural fashion dolls,
Prettie Girls!™, designed to capture the imagination of an increasingly diverse
U.S. consumer market (as well as the broader, global doll market), are about
far more than raking in the dough this holiday season. Created from the outset
to provide young girls from diverse ethnic backgrounds an alternative, these
dolls are like the anti-Barbie. Instead of being a cookie-cutter stereotype,
Prettie Girls are designed to offer young black, asian and latino girls a more
compelling role model. Role models complete with rich, culturally-aware persona
tapestries, including aspects like more realistic physical attributes,
back-stories, hobbies, goals, and personal aspirations.
The
brainchild of Stacey McBride-Irby, who worked with Mattel (NASDAQ:MAT) for over
15 years designing a variety of dolls, Prettie Girls are an innovative product
in the space which goes after a broader demographic in a very mature and
approachable fashion. Instead of simply offering young girls a Stepford Wife
cut-out, the product is conceived of and executed in a fashion that fuses
aspects like values-based standards and positive life goals with thoroughly
modern fashion and beauty trends. Offering girls not only an exciting,
attractive play toy, but a window into a potential future self they can be
proud of and which really seems appropriately within their reach. Instead of
having to admire an unattainable standard that fails to check with their
cultural aspirations from afar, Prettie Girls offer a canvas onto which young
girls from diverse backgrounds can paint their own story.
This is an
unstoppable idea whose time has come and offers consumers a vibrant alternative
to the pabulum of Barbie, or Disney’s white-hot Frozen merchandise. The line of
dolls has received widespread coverage and acclaim, and the company has secured
key distribution deals with Toys “R” Us, as well as a variety of smaller
outlets like Texas-based H-E-B Grocery Stores (which has a nice presence in
northern Mexico), People’s Pharmacy (which has a strong footing in Belize) and
e-commerce multinational, Wayfair (NYSE:W).
A brief
look at the lineup says it all:
• Lena (African-American), a confident
self-starter, is a beautiful girl who made being smart cool at her school and
who has her eyes set on the class presidency, with future aspirations of being
a successful entrepreneur.
• Valencia (Hispanic), is a bold and
athletic girl who is into nutrition, sports and her family, and who is focused
on being the best she can be; with a driving love for all things musical, she
is styled as the life of the party.
• Alexie (Caucasian), was born two
months early and is rather diminutive. She has been struggling against the odds
since day one, but has a positive “can do” attitude and participates in many
extra-curricular activities.
• Dahlia (Middle Eastern Indian), is
the joker of the crew, who loves to be the center of attention. With a caring
spirit and quick wit, she inspires the Prettie Girls to give back to the
community through charity events and is as passionate about recycling as she is
about her shelter-rescued puppy, Chance.
• Kimani (African), is an artistic sort
who is really into fashion. Praised for her beauty both inside and out, she is
a soulful character who is in love with the performing arts and dreams of
becoming a celebrity one day.
This is a
fully fleshed-out, brilliant approach to the space by OWOO and even has obvious
commercial potential for being worked up into a show eventually because the
concept branding is so sophisticated. The One World Doll Project™ is set to
make serious waves in the sizeable U.S. consumer market of some 23.8M kids
under 18 (44.4% of whom are African-American), with an emphasis on girls in the
6-11 year old segment, where the company aims to snatch increasing market share
from big players like Mattel and Hasbro (NASDAQ:HAS).
The five
star review from Time to Play magazine earlier this year (YouTube Video) is
just one example of the positive feedback the line has been getting. With a
bright media spotlight on the company via huge venues like CNN, The Wall Street
Journal and Bloomberg, as well as niche focus from industry venues like The Toy
News, The Toy Insider, Haute Doll and Roxanne’s Dolls, OWOO’s Prettie Girls are
already a growing fixture of the doll market’s landscape.
Endorsements
from the likes of Tonner Doll Company designer and founder, Robert Tonner,
renowned in his own right as a leading doll designer, adds serious cachet value
to OWOO’s higher end specialty dolls, like their custom dolls being geared
towards the 750k plus African-American sorority members of the Pan Hellenic
Council Sororities (Delta Sigma Theta, Zeta Phi Beta and Sigma Gamma Rho). This
vector will follow up on the success of Stacey McBride-Irby’s 2008 Alpha Kappa
Alpha centennial doll, which sold out in less than six months despite a
handsome $49.99 retail sticker price. The designer doll collector market is a
key aspect to be played off here for OWOO and the company is committed to
pursuing this nice market with offerings in the $40 to $50 range.
For more
information on One World Holdings’ One World Doll Project visit:
www.oneworlddolls.com
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