New Fashion Dolls

RAPUNZEL has nothing in Avery, a 10-inch injection-molded mall princess, whose blond hair cascading to his knees. Rapunzel also have envied Avery smart wardrobe and style arsenal of tools, from thumb-sized lip gloss to a small curling iron.
One in a quartet of Moxie Girlz, Avery is one of the last of a phalanx of goggle-eyed dolls fashion fighting for attention on the toy shelves this season, its cutting-edge clothes making hits with a nation of aspiring elementary school Rachel Zoes.

Ms. Zoe, the celebrity stylist, she could have a field day with bright dresses of the dolls and accessories – although probably sniff at the lack of brightness.

The Girlz Moxie, along with four Liv and The Fashionistas dolls Barbie, introduced in August, more funky than striking her great style, key people in floor contains the response from their vendors sometimes sober.

Contrast, especially to the great head of Bratz dolls, which sometimes provocative clothes and fabulous life – the hot tubs and accessories including limousines – was an excess of 1 billion years ago. However, Bratz dolls have disappeared from the shelves of toys Mattel has already won a lawsuit for copyright infringement against his creator, MGA Entertainment, the last year.

“Bratz celebrates materialism, we do not,” said Ben Varadi, the creative director of Spin Master, the Toronto company that makes plastic dolls Liv, positioned as the anti-Bratz, wearing denim jackets and turning small motor scooters.

Moxie Girlz, also, made by MGA, have turned their backs on gas-consuming Escalade for a compact fuel efficient.

For better or worse, these new fashion dolls “reflect what is in the culture now,” said Mr. Varadi. “I see Liv have a limousine in the short term.”

What Liv and her cohort have abundant are blockages – the better to press and the waves – hinged together, the back stories (Sofia, one of the girls Liv, is an aspiring celebrity stylist) and full social calendars to be documented on the Web. Its interactive features and looks fresh faced, he played in television commercials, have led to the top of the lists of Christmas shopping at Wal-Mart, Target, Amazon and Toys “R” Us, which are ringing impressive sales.

“Since the Bratz, which really has not been anything interesting in the fashion doll category,” said Garrick Johnson, an industry analyst at BMO Capital Markets toy. But speaking of style aspirations hit 8 – and 9-year-old newcomers like Liv and Moxie have “revitalized the fashion doll category,” Johnson said.

Barbie and her accessories follow the rule of the shelves of toy retailers and analysts say that, having about $ 3 billion a year. The Moxie Liv and lines, by contrast, are each expected to generate $ 30 to $ 40 million this year, said Jim Silver, editor in chief of Timetoplaymag.com, an industry magazine. “But by the standards of the toy industry,” he added, “which is a great success.”

Others argue that Liv may one day be about to hit Barbie from its perch. “If I were Barbie, I’d be very worried,” said Lutz Muller of the Klosters Trading Corporation, a toy company and video game market research. “Liv is a doll with excellent functionality built much better than most of its competitors.”

Mattel seems unshakeable. “Leading indicators, including the latest market share, all show an increase of Barbie,” said Richard Dickson, senior vice president. “Barbie has remained the fashion doll over 50 brands of dolls as others come and go.”

Hip younger and gentler aspect of Barbie dolls and Liv Moxie are aimed at beer drinkers that mimic size teenage girls. A devotee, Ally Alessi, 8 which has its own style keys Keke Palmer, who plays a fashion designer teen fiction on the network Nickelodeon, already owns a Barbie. But the other day he had set eyes on the dolls Liv and Moxie in the Toys “R” Us store in Times Square. “Liv dolls have their own user names on the notes of some that make you go online,” Ally said raptly. “I know because I saw it on television.”

Liv, is perhaps the most richly detailed new dolls.

“We wanted to create a doll collectors feel,” said Mr. Varadi, who gave Liv wrists like crystal eyes, glossy hair, wigs interchangeable and 14 points of articulation that makes them easy to wear. Liv’s goal was quite accessible, but giving a slightly plump facial features and contours smoother than Barbie. “We went through five different sculptors to create an alternative to Barbie chiseled cheeks and curves of tires, he said, adding:” We did not want Liv look like I just returned from a plastic surgeon. “