- 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 advertising campaign through Roose & Partners. The relaunch coincides with a new Ogilvy & Mather campaign for Barbie, which has over 75% of the £77m fashion dolls market.
The relaunched Sindy, which has undergone a transformation to resemble a younger teenager rather than a Baywatch babe, will feature in TV advertising this weekend. The first ad features one of the models, 'Mega Pop Star' Sindy, pictured wearing her pop star outfits and headset microphones alongside her tour bus and her trendy boyfriend Robbie. The ad features the doll in 'real' surroundings rather than in traditional locations such as bedrooms.
"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," said toy company Vivid Imaginations' marketing director Paul Weston.
Weston refused to reveal the marketing budget but claimed that the ads would attract 1500 TVR's across GMTV, Channel 4 and satellite channels.
Other dolls in the range include Mega Hair, Animal Hospital Rescuer and Millennium party 2000 Sindys. Sindy was axed by Hasbro two years ago but the licence was bought by Vivid Imaginations for an undisclosed six-figure sum.
The films were directed by Gary Leach and produced by Fiona Warhurst at SVC. Danny Lloyd at Roose art directed and Nick Fordham was creative director.