Do parents buy multicultural dolls because they want their children to have playthings that resemble them, or is it because they want their children to have diversity in their doll collections to better reflect the real world? Briner Conrad: It’s both. We have spoken to Asian, Hispanic, and African-American parents who thank us for creating this brand because it is hard to find dolls for their children that resemble them. Other parents tell us that they want to bring diversity into their children’s lives and homes—they would like to teach their children about France or South Africa, and have chosen to buy those dolls and books as a springboard for educating them about these places. A few have bought them in preparation for a trip to one of the geographies, building excitement for their children to learn about new places.
Harkin: We also see parents select dolls that have similar features to their kids. Some premium lines now sell children’s clothing to match their dolls, so in this instance, minorities tend to be buying dolls that look like their kids. But kids have varied reasons to select one doll over another: marketing influences, peer influence, etc. When the choice is left to them, we find that they select a doll that reflects their own features, hair/eye color, etc.
Winsor: Most parents want a doll for their child that shares at least some of her own characteristics, such as ethnicity or hair color. It is a nice way to make their daughter feel special and the child feels a bond to the doll. Some parents also see multicultural dolls as a way to expand their child’s world and help them see people who look different in a familiar and positive way.
Are there any ethnic groups or geographic regions that you’ve yet to explore, but you’d be excited to explore next? Harkin: We are really excited about exploring the opportunities appearing in Japan and China, and we are introducing a Chinese-themed Lottie next year.
Briner Conrad: We will look to explore all different regions around the world over the next several years. The next collection to launch will be a European collection with dolls from England, Germany, Ireland, Italy, Spain,
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and Sweden. We will also launch a doll prior to the Olympics every two years from the country that will host the games. The first one will be from Brazil, in order to represent the Summer Games happening in 2016.
Winsor: Linda Mason, our doll designer, has made some beautiful Native American dolls in the past, so that could be an interesting opportunity. We also feature a personalized book called Tiger Magic, which takes the child and her doll friend on an adventure in India. We would like this to be the beginning of a series in different countries that are both educational and fun to read.
Why are multicultural dolls so important? Briner Conrad: The U.S. Census statistics show us that by 2025, the majority of Americans will be multicultural. Perhaps even more significant, we’ve learned from The NPD Group that by 2023, tweens will become the most diverse demographic in the U.S., encompassing 40 percent minorities. Delivering toy options to our children that are reflective of them and the society in which they are growing, learning, and playing is necessary to prepare them for the world.
Harkin: They are an important opportunity to educate kids before they are exposed to peer pressure. Then they can form their own opinions based on what they have learned through their toys, books, etc.
Winsor: Children create lasting impressions at a young age. Playtime is an introduction to adult life, and the more comfortable they feel with diversity in our increasingly ethnically blended world, the better off they will be.
Anderson: An important part of play is learning, and being exposed to dolls that are multicultural allows the opportunity for children to both identify with themselves and learn about the world. Gone are the days when all dolls in the store had very light skin and blond hair. Cultural relevance is important during playtime, which is a prelude to adult life. It is important for children to be exposed to the history of their own culture, and play with toys that look like them, but they should not be limited to such toys. ●
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Kelly Anderson, vice president of marketing, Manhattan Toy
Kimberly Briner Conrad, brand marketing and development, Global Girl
Wishing Star Doll, from Starpath Dolls
SPECIALTY TOYS & GIFTS