Evolution USA has been appointed to develop and manage a full scale licensing program for Just Play’s best-selling girls collectible doll brand, Hairdorables. The brand is targeted to girls ages 5–9 and was the No. 1 fastest growing small doll property in 2018. Hairdorables Dolls were selected in 2019 as a Toy Of The Year Finalist for Doll of the Year.
“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. 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,” said Travis J. Rutherford, founder and Chief Revenue Officer at Evolution. “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 brand will be heavily supported with an always-on content strategy including a short form series, animated vlogs, toy play videos and how-to tutorials, combined with television advertising, national television appearances, social media and future waves of collectible products. Based on recent NPD sales results for the core toy line, we anticipate very meaningful product opportunities across a variety of categories, including apparel, accessories, stationery and back-to-school, social expression and party goods, arts and crafts, and health and beauty and are seeking best-in-class licensees and retail partners to expand the product offering to Hairdorables fans globally.
“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,” said Geoffrey Greenberg, co-founder at Just Play.
Evolution will provide Just Play with development and execution of a multi-category licensing program, international territory management, retail development and promotional partnerships. The brand will premiere at the International Licensing Expo in Las Vegas on Evolution’s booth #C142.