Every February, I put on my Winter coat and leave sunny California for cold New York for Toy Fair. While I'm getting ready to go, I'll often think ahead to what I'd like to see at Toy Fair--even if some of the things on my wish list seem impossible. Here is my wish list for what I'd like to see at Toy Fair 2006, from a doll collector's point of view.
1. A New Mass Market Doll!
What I'd really like to see is a new mass market doll. Something with a new look or concept--not a retro-introduction like Cabbage Patch dolls or Strawberry Shortcake dolls, which have been very welcome, but overwhelmingly prevalent at Toy Fair in the past few years. Seeing some research,development and new design come to fruition in a new doll would be a highlight of Toy Fair.
2. More Mass Media Interest in Dolls
It would be great for the media to give coverage to collectible and artist dolls, and/or high-quality children's dolls. In the media of today, if its not American Girl, Barbie or Bratz, the media doesn't know it exists (or, worse, will print a "how ridiculous--grown women collecting dolls" toned article). True collectible and artist dolls can be many things including art, a treasured pastime, and more. You don't see cars, electronics and other items that men covet treated the same in the media.
3. Dolls That Are Not Made In China
At one point not too long ago, great dolls from companies like Lee Middleton and Madame Alexander were made in the United States. No longer. Some limited production from such companies is still in the United States, but the vast majority is now in China. In fact I have trouble finding anything but individually made artist dolls that are made in the United States. Even companies such as Kish Dolls have part of their production in China. I hope to see this trend reverse, at least in part.
Just this week, I've written a separate piece on why doll companies should not miss Toy Fair. Unfortunately, a great many of them have chosen to skip Toy Fair in the past few years. I'd like to see this trend also reverse. The lack of showing of collectible and fine play dolls at Toy Fair hurts the doll industry, especially in the eyes of the media. Dolls should be represented at Toy Fair and in great numbers! Otherwise, electronic "toys" will take over completely.
5. Less Technology, More Design
I'm starting to tire of dolls that light up, whirl around, talk and interact with their owner. Well designed dolls with beautifully designed clothing and environments don't need technological tricks to be a hit--witness American Girls, Madame Alexander Dolls and Tonner Dolls. Even Bratz dolls, when they hit the scene, were a hit because of their innovative design, not technological tricks. Electronic gimmicks may sell a few dolls, but they don't necessarily lead to doll longevity on the market.
6. The Return of Collectible Plush
Plush, especially collectible plush, has really taken a beating in the market lately. Doesn't anyone in our plugged-in and electronically obsessed society want something cuddly anymore? Its especially difficult to find mid-priced collectible plush. There are still artist bears on the one hand, and mass market plush like Russ, Ty and Gund on the other, but its very hard to find the mid-range well-designed bears of the late 1990s anymore. I miss this type of plush, and I hope it makes a comeback!
7. The Comeback of Collectible Barbie
I miss collectible Barbie. I don't' miss the craze that surrounded her in the 1990s, but I do miss more broadly designed collectible Barbie dolls for the collectible market. At 2005 Toy Fair, I was surprised how narrowly she was designed, especially the Silkstone dolls with their overdone makeup. I'd like to see more fashion Barbies with relevance to today (like Juicy Couture and Lily Pulitzer) and more generally themed dolls--like the great new Build a Bear Workshop Barbie!
8. More Doll Retailer Support From Doll Companies
Its hard to be a doll retailer in today's economy. Doll shop owners are the ambassadors of collectible dolls, yet they have to compete price-wise with Internet sellers selling dolls from garages on eBay. Without doll shops, however, dolls are nearly invisible to the general public. Doll companies really need these retailers, and they need to support them every way possible--extra sales materials, catalogs, events, and special exclusive dolls, any way that helps them get dolls to the public.
9. More Interactive Components and Doll Events
Collectors and children are hungry for more ways to enjoy their dolls. Companies such as Adora Dolls that put on a Make Your Own Baby Doll are on the right track. Our society is craft and get-together oriented for our hobbies right now, and doll companies should jump on this bandwagon. I'd like to see more doll events organized and offered to retailers at Toy Fair. Perhaps a costume making event, or an event with a doll artist or designer--different events work for different types of dolls.
10. A decision on the future of Toy Fair.
This is aimed directly at The Toy Industry Association, but come on already! We need decisions here. Will you find a replacement for Toy Building in New York? Will Toy Fair stay in New York long term? These questions have been floating around for some time, and although it looked like Toy Fair was going to permanently stay in New York, now with Toy Building being taken over by condos and no replacement found, everyone is unsure of what is going to happen. Answers at Toy Fair 2006 would be nice!
