American Girl's New 'WellieWishers' Dolls are Designed for Younger Kids
Katherine Pendrill — February 2, 2017 — Life-Stages
References: americangirl & goodhousekeeping
In an effort to make its products more accessible for younger children, American Girl had created a new line of dolls called the 'WellieWishers.' With playful accessories and heartwarming stories, the new characters are the perfect option for those who may not be ready for an 18-inch American Girl doll.
The new WellieWishers line was specially created to suit the needs of children between the ages of five and eight. Unlike the original American Girl dolls, the WellieWishers are smaller and are clad in rubber wellie boots instead of more extravagant outfits. Each of the new characters comes with a story about loving the outdoors and the importance of "standing in another person's wellies." In other words, the new characters make it easy for parents to use the dolls to impart valuable lessons about empathy and compassion.
The new WellieWishers line was specially created to suit the needs of children between the ages of five and eight. Unlike the original American Girl dolls, the WellieWishers are smaller and are clad in rubber wellie boots instead of more extravagant outfits. Each of the new characters comes with a story about loving the outdoors and the importance of "standing in another person's wellies." In other words, the new characters make it easy for parents to use the dolls to impart valuable lessons about empathy and compassion.
Trend Themes
1. Younger Children Dolls - Creating alternative smaller dolls for younger children provides a market opportunity and allows for the development of new product lines.
2. Purposeful Toy Accessories - Adding purposeful and educational accessories to doll lines creates new product lines and opportunities for promoting values and lessons in children.
3. Rubber/latex Material Dolls - Using environmentally-friendly materials such as rubber or latex in doll production aligns with customer values and demands, and opens up new marketing opportunities for the company.
Industry Implications
1. Toy Industry - Creating alternative smaller dolls for younger children creates a new segment in the toy industry and caters to younger audiences.
2. Education Industry - Purposeful toys and accessories can be marketed to educational institutions for classroom use or to parents for home learning purposes.
3. Environmental Industry - Incorporating sustainable materials in doll production, such as rubber or latex, creates opportunities for partnerships with companies in the environmental industry and caters to a growing market of environmentally-conscious customers.
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