Sindy to battle Barbie with 'realistic' revamp

Sindy, the 40-year-old British fashion doll, is to get her most radical makeover in a relaunch planned for next year. Licensor Pedigree is to differentiate the brand from US rival Barbie and make Sindy a more realistic role model for young girls.

The new Sindy launches in autumn 2004 and will no longer have the height and long legs she shares with Barbie. Safeway shoppers will be the first to see the revamped incarnation later this month when a smaller six-inch version of the doll, under the sub-brand 100% Sindy, goes on sale. The range includes clothing and cosmetics.

100% Design & Development, a joint venture between Pedigree and New Moons licensing company, will handle marketing for Sindy’s relaunch and is in talks with ad agencies. Pedigree was the original licensor in 1962 and re-acquired the Sindy licence from Hasbro in 1999.

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