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Kid Kreations brings back Sindy for new generation

Kid Kreations, the company behind doll brands DesignaFriend and Tiny Treasures, has brought Sindy back for a new generation with the launch of its Sindy Play… View Article

GENERAL MERCHANDISE

Kid Kreations brings back Sindy for new generation

Kid Kreations, the company behind doll brands DesignaFriend and Tiny Treasures, has brought Sindy back for a new generation with the launch of its Sindy Play range.

Stocked by Sainsbury’s and Argos, the range follows the success of the 2020 Sindy Collectors range which was aimed predominantly at the adult doll market.

Working under license with Pedigree Toys, Kid Kreations has designed six playsets with each doll assigned to a shop theme including a fashion boutique, bakery, hair salon, pet parlour, ballet studio and riding stable.

Each playset includes a doll, plastic play accessories and a craft kit as well as a packaging that creates an instant play scene.

Rachel Godfroy-Scott, Sindy Play designer at Kid Kreations, said: “We wanted Sindy to be different and thought that instead of destroying the packaging and only having a doll at the end of it, and a lot to throw away, let’s use the box to create Sindy’s world instead. Then this would not only be really creative but also make the packaging as eco-friendly as possible.”

Linda Osborne, managing director at Kid Kreations, added: “Sindy is a true British icon, and as a small UK company we are very proud to be bringing her back for a whole new generation to enjoy.”

The Sindy Play range includes three different skin tones, six hair colours, three eye colours and brings to the market the first black Sindy doll since 1978.

Godfroy-Scott said: ““We wanted any child who plays with Sindy to know that there was a doll that represented them in some way. I think that we should never repeat the same doll twice, so each play range makes Sindy more and more diverse.”

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