Journey Girls' Dolls are Marketed as "Best Friends" Who Travel Together
Mishal Omar — February 2, 2017 — Life-Stages
References: toysrus
Journey Girls are a collection of dolls sold in Toys R Us stores that were created to capture the "heart and imagination" of the children who play with them.
The collection features seven different dolls, all of which have "normal" body types, different hair colors and varying skin tones. Each girl has her own name, identity and special talents, and the dolls are also sold alongside a variety of accessories. These include inclusive accessories like wheelchairs and crutches.
By marketing the dolls as friends who travel together, as well as providing accompanying accessories like slumber party sets, Journey Girls is able to make consumers feel like they must purchase the dolls as part of a collective rather than individually.
The collection features seven different dolls, all of which have "normal" body types, different hair colors and varying skin tones. Each girl has her own name, identity and special talents, and the dolls are also sold alongside a variety of accessories. These include inclusive accessories like wheelchairs and crutches.
By marketing the dolls as friends who travel together, as well as providing accompanying accessories like slumber party sets, Journey Girls is able to make consumers feel like they must purchase the dolls as part of a collective rather than individually.
Trend Themes
1. Inclusive Dolls - Opportunity for creating dolls that represent diverse body types, hair colors and skin tones, as well as inclusive accessories like wheelchairs and crutches.
2. Collective Toy Purchases - Opportunity to market toys as part of a collective, encouraging consumers to purchase multiple items together.
3. Imaginative Play Experiences - Opportunity to create dolls and accessories that enhance imaginative play experiences, such as travel-themed sets.
Industry Implications
1. Toy Manufacturing - Opportunity for toy manufacturers to innovate and create inclusive dolls and accessories.
2. Retail - Opportunity for retailers to promote collective toy purchases through effective marketing and packaging strategies.
3. Play Experience Design - Opportunity for play experience designers to create products that enhance imaginative play through travel-themed sets and accessories.
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