Tag: Positively Perfect

Doc McStuffins Merchandise Garners $500 Million in Sales, Record for Toy Line Based on African-American Character

Natalie Elisabeth Battles, 3, of Arkansas, with her Doc McStuffins toys. She sometimes wears a doctor’s coat to preschool. (Credit: Jacob Slaton for The New York Times)

Jade Goss, age 2, looks as if she just stepped out of the wildly popular “Doc McStuffins” cartoon.  “She has the Doc McStuffins sheets. She has the Doc McStuffins doll. She has the Doc McStuffins purse. She has Doc McStuffins clothes,” said Jade’s mother, Melissa Woods, of Lynwood, Calif.

“I think what attracts her is, ‘Hey, I look like her, and she looks like me,’ ” Ms. Woods said of the character, an African-American child who acts as a doctor to her stuffed animals.

With about $500 million in sales last year, Doc McStuffins merchandise seems to be setting a record as the best-selling toy line based on an African-American character, industry experts say.  Its blockbuster success reflects, in part, the country’s changing consumer demographics, experts say, with more children from minority backgrounds providing an expanding, less segregated marketplace for shoppers and toymakers.

DocMcStuffinsBut what also differentiates Doc — and Dora the Explorer, an exceptionally popular Latina character whose toy line has sold $12 billion worth of merchandise over the years, Nickelodeon executives say — is her crossover appeal.  “The kids who are of color see her as an African-American girl, and that’s really big for them,” said Chris Nee, the creator of Doc McStuffins. “And I think a lot of other kids don’t see her color, and that’s wonderful as well.”

Nancy Kanter, general manager of Disney Junior Worldwide, which developed “Doc McStuffins” — and who suggested the character be African-American in the first place — said Doc’s wide-ranging fan base could be gleaned from a spreadsheet. “If you look at the numbers on the toy sales, it’s pretty obvious that this isn’t just African-American families buying these toys,” Ms. Kanter said. “It’s the broadest demographics possible.”

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African American Business Woman Shows Girls They Are ‘Positively Perfect’ With Doll Line

San Diego, CA (September 4, 2012) — World of EPI’s newest doll line, the Positively Perfect Diva Collection, will be available in select stores and online in time for holiday shoppers.

“Having already created an infant and toddler line of multicultural dolls, the concept for this new line started with my desire to target girls in a slightly older age group,” said Lisa Williams, Ph.D., CEO. “I wanted young ladies to know that they are Dignified, Intelligent, Vivacious and Attractive – and the Diva Collection materialized.” Divas radiate confidence and beauty. When they walk into a room all heads turn, because of their outer beauty and inner grace. Diana loves to write, Abrielle is a dancer, and Zair is an artist. All are straight “A” students. Continue reading “African American Business Woman Shows Girls They Are ‘Positively Perfect’ With Doll Line”