The Point.1888 has been appointed by Pedigree to represent the British fashion doll brand, Sindy.
The agency will handle Sindy’s brand licensing interests in the UK as it initially looks to make her ’60 iconic years’ celebration a major event in September 2023.
Pedigree is bringing contemporary and retro assets into the brand’s licensing programme. Ahead of the 60-year celebration, the company is looking for new partners and collaborations via its new licensing agent.
Sindy was first launched in 1963, going on to sell over 150 million dolls worldwide.
New ranges of dolls, clothing and accessories launched in 2021 and 2022 from Kid Kreations. The latest doll range features themes including a fashion store, beauty salon, bakery and pet parlour, but also includes a ballerina and horse rider set in homage to Sindy’s most iconic looks.
“To her existing fanbase, Sindy represents one of their fondest childhood memories; we plan to expand her popularity with a wealth of new fans among the younger generation,” explained Matthew Reynolds, md of Pedigree Toys & Brands. “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. 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 programme that will include a range of Sindy’s unique USPs which fans relate to including include arts and crafts, fashion, personalisation, scene-setters and imaginative play, all of which will be a focus for products in the future.”
Becky Langer, senior commercial manager at The Point.1888, added: “Sindy is a British institution among both fashion and toy industries. Bringing the brand on board ahead of her 60th celebration is an opportunity to showcase the strength and longevity of Sindy today. We are excited to start working on this iconic brand and deliver an ambitious and robust consumer products programme that Sindy deserves.”
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