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
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.