Just Play‘s Hairdorables doll brand is getting a full scale licensing program.
Ahead of this year’s Licensing Expo, the toymaker appointed global licensing and brand management firm Evolution USA to develop and manage the program. A collectible doll range geared toward girls ages 5 to 9, Hairdorables is in its second season, and has brand extensions such as Hairdorables Pets and the addition of its first-ever celebrity doll, JoJo Siwa.
“Hairdorables is a fresh new take on the traditional small doll play pattern, combining big hair play, surprise unboxing and collectability of characters that embrace individuality, creativity, friendship, living in an animated version of today’s creator community,” says Travis J. Rutherford, founder and chief revenue officer at Evolution. “The core toy line from Just Play is already a major success at key retailers throughout the world, with sales of over 5 million units in less than a year in over 30 countries. Noah and the rest of the Hairdorables squad are poised to take significant market share in the girl’s aisle on a global scale. We are excited to build a strategic and sustainable licensing and promotional program for the Hairdorables brand, with the full support of the entire team at Just Play”.
The Hairdorables brand will debut at Evolution’s booth at Licensing Expo in Las Vegas, June 4 to 6. Evolution will be seeking opportunities across categories such as apparel, accessories, stationery and back to school, social expression and party goods, arts and crafts, and health and beauty.
“The full service solution and deep industry experience that the entire Evolution team brings to Just Play is a perfect fit with our goal of building out a long term global brand. We are thrilled to be working with Evolution to expand the Hairdorables franchise,” added Geoffrey Greenberg, co-founder of Just Play.
