One World Holdings, Inc. subsidiary The One World Doll Project continues to make waves in the retail toy market with their The Prettie Girls!™ multicultural doll collection, featuring well thought out, hip young girl characters grounded in good values and expressing an attitude of respect for all cultures. The lineup of dolls includes a healthy mix of ethnicities and cultural backgrounds and currently consists of Lena (African-American), Valencia (Latino), Kimani (African), Dahlia (South Asian), Alexie (Caucasian), and Hana (Asian American). This product collection is one of the hottest offerings to come along in the doll category of the toy market for quite some time and retailers have expressed strong interest as a result of how well executed the brand/concept is.
The Prettie Girls collection received considerable attention at the 112th North American International Toy Fair in NYC in February 2015, impressing the crowd of over 25k professionals, including more than 9k mass and specialty retail buyers, as well as contingents from the country’s biggest purveyors of toys like Amazon (NASDAQ:AMZN), Costco (NASDAQ:COST), CVS, (NYSE:CVS), Disney Store (NYSE:DIS), Target (NYSE:TGT), Walmart (NYSE:WMT), and Toys“R”Us. The Prettie Girls new Tween Scene dolls really turned heads at Toy Fair 2015’s One World booth, which was twice the size of last year’s at this influential event that is now officially the largest toy marketplace in the entire Western Hemisphere, and is put on by a partnership between the U.S. Toy Industry Association (TIA) and the Canadian Toy Association.
A head buyer from one of the nation’s largest department stores praised the company’s multicultural doll brand as being the first ever to “actually get it right,” because it includes a Caucasian doll, as opposed to having the lineup comprised entirely of non-Caucasian dolls, which is often regarded as pandering. This move also allows young girls, who are the end market consumers, to readily associate with the entire brand and lineup of dolls within and among their peer groups, not only increasing brand traction, but overall sales volume as well. This key advantage of the collection, which in turn helps foster a growing sense of community between groups of young girls, is a natural social and word-of-mouth based organic growth mechanism.
A superb showing at last year’s Toy Fair led to key deals for the company with major brick and mortar players like Walmart and Toys“R”Us, as well as an initial order from online retail giant Amazon. The company’s show-stopping debut at the 2014 Toy Fair also directly led to the creation of the Tween Scene line, which is the newest addition to The Prettie Girls family, after legendary doll designer Robert Tonner viewed them and was instantly enamored of the concept. A subsequent endorsement by Tonner led to a partnership between OWOO and The Tonner Doll Company, which is known the world over for licensed work with studios like Warner Bros., DC, Disney, Paramount, and Sony Entertainment. Ultimately, this partnership gave birth to the exciting new Tween Scene dolls at OWOO, which are 16-inch dolls bearing unique characters and values, just like The Prettie Girls, but which are modeled as younger pre-teen versions.
TIA data on their 750-plus members, which account for roughly 90% of the entire U.S. domestic toy market, indicates that the doll segment, currently dominated by products like Mattel’s (NASDAQ:MAT) Barbie and American Girl, as well as products like Hasbro’s (NASDAQ:HAS) My Little Pony, continues to show strong baseline growth. However, it should be noted that staid offerings like Mattel’s Barbie, which lacks diversity, despite a growing shift in the cultural mix of the U.S. population, has seen marked declines in recent years. July 2014 marked a key down point for Mattel, with weaker-than-expected profit and revenues, led by a 15% drop in sales of Barbie worldwide, followed by a 21% decline as of Q3 2014, further exacerbated by Disney Princess dolls gobbling up market share on the strength of their Frozen products, which are based on the wildly successful animated movie of the same name.
Leading consumer market research company NPD Group’s Retail Tracking Service data indicates that the U.S. toy market grew 3.66% to $18.11 billion last year, with the doll segment’s year-over-year growth outpacing the average at 4.5%, up to approximately $2.32 billion. This is a huge pie for OWOO to be carving off a slice of and the increasing amount of media attention the company has been getting in recent months, including articles, interviews and segments with CNN, FOX, BET, ABC, CBS, TV One, Toy Insider Magazine, Dolls Magazine, USA Today, Parade, the Houston Chronicle and the Houston Business Journal, have contributed a great deal to an upswing in momentum for the brand and the company.
Take a closer look by visiting www.oneworlddolls.com
Let us hear your thoughts: One World Holdings Message Board