PlayZak.com - Beyonce Toy

Amazon.com Widgets

Take Britney Home With You

Wholesome or Not, Celebrity Dolls Find Takers

By Laurel DiGangi
September 2007

“When you license a celebrity, there’s always a risk that the celebrity will take a turn for the worse, but there are people like Beyonce Knowles and Hillary Duff who are good role models and live lives that parents and young fans can be proud of..” — Reyne Rice, toy trend specialist, Toy Industry Association

It’s been more than 70 years since Shirley Temple and her namesake doll won America’s heart. But today, teen stars don’t always grow up maintaining a wholesome image.

Play Along Toys and Yaboom Toys both produced Britney Spears dolls before the singer became tabloid fodder. A Lindsey Lohan doll, inspired by the animated film “My Scene Goes Hollywood,” once appeared on store shelves. Even Anna Nicole Smith lives on in a bobblehead doll by Bolsley Bobbers.

FROM ROCKIN’ TO KICKBOXIN’

Fortunately, there are always new, fresh-faced celebrities to kick off promising toy lines. To inspire young girls’ rock-‘n’-roll fantasies, Disney Consumer Products and JAKKS Pacific have released a new role-play line based on the hit Disney Channel children’s show “Hannah Montana.”

The line features a singing doll based on the girl-next-door Miley Stewart and her rock- star secret identity, Hannah Montana (played by Miley Cyrus). The line includes an electric and acoustic guitar, a dance mat and two playsets: Backstage Closet and In Concert Stage.

“These types of dolls resonate with girls because they’re aspirational,” Reyne Rice, Toy Industry Association Toy Trend Specialist, told TDmonthly Magazine.

“When you license a celebrity, there’s always a risk that the celebrity will take a turn for the worse, but there are people like Beyonce Knowles and Hillary Duff who are good role models and live lives that parents and young fans can be proud of,” she added.

Kids who love to sing, dance — and fight social injustice — will be inspired by JAKKS Pacific’s new dolls based on the hit film “Hairspray.”

Fashion dolls based on Nikki Blonsky and Zac Efron’s characters also come in deluxe singing versions. And dolls based on characters played by Amanda Bynes, Brittany Snow, Elijah Kelley and even the gender-bending John Travolta are also available.

Female action figures such as Jessica Alba as Susan Storm in “Fantastic Four: Rise of the Silver Surfer,” Angelina Jolie in “Lara Croft Tomb Raider” and Pamela Anderson as “Barb Wire” captivate adult collectors who appreciate the female form. Yet, according to Rice, they appeal to girls, too: “A young girl may be a kickboxing star or other athlete and look to these characters as positive role models.”

CYBERDOLLS

The fastest way to find all these celebrities, positive role models and otherwise, is to visit online dress-up doll sites. Stardoll.com has figures of Miley Cyrus (Hannah Montana), Carmen Electra, Paris Hilton, Nicole Ritchie, Anna Kournikova, Lindsey Lohan, Angelina Jolie, Emma Watson, Shakira, Jennifer Lopez, Jessica Simpson and Avril Lavigne.

Stardoll recently announced a partnership with Mary-Kate and Ashley Olsen allowing members to dress up their personally created avatars with virtual clothing and accessories from their mary-kateandashley brand. Other cyber-doll sites include www.thedollpalace.com and www.cartoondollemporium.com.

SHAKE THEM BABY BOOTIES

Celebrities aren’t just inspiring toys; they’re creating them as well. Beyonce Knowles’ dad, Mathew, and sister, Solange, of Music World Entertainment have partnered with Planet Toys to launch Baby Jamz. Solange herself sings the hip-hop nursery songs that toddlers can play on these musical, hip-hop/rhythm inspired toys.

The Mix Master chair lets kids “mix” their own songs. Other products are the Baby Jamz Boom Box Shape Sorter, Dance Mat, Cell Phone and Key Chain.

FROM JAILHOUSE TO PLAYHOUSE

Even Paris Hilton wants to get in the act. In an interview with Barbara Walters, the heiress considered building a “Paris Hilton Playhouse,” as reported by ABC News and others, where sick children play with donated toys. Given our culture’s fascination with fame — and celebrities’ fascination with toys — the era of celebrity toys isn’t going away soon.

Here are the latest celebrity-inspired toys, as well as some unique discontinued and collectible items:

Product: Hannah Montana Singing Dolls by PLAY ALONG INC.

With the Hannah Montana Singing Dolls, kids can pretend that they’re at a live Hannah Montana concert. When the microphone is lifted to her mouth, each doll in the “In Concert” Collection sings one of Hannah Montana’s chart-topping tunes. Dressed in authentic Hannah Montana fashions, these dolls rock out in style. “The dolls play songs from her new CD, “Two Meet Miley Cyrus,” which recently launched at No. 1 on the Billboard Top 200 chart, making Cyrus the youngest recording artist to have two No. 1 albums in less than a year,” said Genna Rosenberg, SVP, Corporate Communications for JAKKS Pacific. Launch date: August 2007.