Made-over Sindy takes to TV in ’doll wars’ with Barbie

Sindy and Barbie are to go head to head this weekend as the manufacturers of the two dolls launch advertising campaigns designed to update their images.

Sindy and Barbie are to go head to head this weekend as the

manufacturers of the two dolls launch advertising campaigns designed to

update their images.



Sindy is making a comeback after a two-year absence with a reduced bust

line, a paler tan and an ad campaign through Roose & Partners. The

relaunch coincides with a new Ogilvy & Mather campaign for Barbie, which

has more than 75 per cent of the pounds 77 million fashion dolls

market.



The relaunched Sindy, who has undergone a transformation to resemble a

younger teenager rather than a Baywatch babe, will feature in TV

advertising this weekend. The first spot features one of the models,

’Mega Pop Star’ Sindy, pictured wearing glamorous outfits and headset

microphones alongside her tour bus and her trendy boyfriend, Robbie.

Other dolls in the range include Mega Hair, Animal Hospital Rescuer and

Millennium party 2000 Sindys.



The doll was axed by Hasbro two years ago but the licence was bought by

Vivid Imaginations for an undisclosed six-figure sum.



’We have given Sindy more of a Billie/Spice Girls attitude and are

moving away from the Baywatch babe image. We want to make her a real,

credible alternative to other fashion dolls such as Barbie,’ Paul

Weston, marketing director of Vivid Imaginations, said.



Meanwhile, Mattel’s new campaign positions Barbie as a lifestyle brand

not just a doll using the new line, ’Be anything.’ The black-and-white

images aim to encourage girls to believe in themselves and their

abilities, according to the company.



Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content