How do you successfully break into the “doll category” and compete against beloved global brands like Barbie, Monster High and Disney Fairies? Moreover, how do you build and expand your brand?
The Beatrix Girls is a rare but apt example of a successful new player in the market that’s been able to establish a solid fanbase worldwide and expand its product line by launching a licensing program in multiple categories including apparel, accessories, bedding, stationary, footwear and more.
The concept behind this line of collectible pop-star dolls was conceived and brought to the market by Sherry Gunther, a two time Emmy Award winning producer and studio executive with an unparalleled track record of over two decades of experience producing smash hits such as The Simpsons, Rugrats, and Family Guy. When developing the The Beatrix Girls, Sherry enlisted the help of leading animators and doll developers to re-imagine the look of dolls. The result, a more angular appeal, large heads, big hair and stylized look.
The Beatrix Girls songs are just as important - and were written and produced by a Platinum winning song-writer/producer who writes for some of the top pop stars today, and mastered by Grammy winning producers. In fact, the songs are now available on iTunes and Amazon Mp3 - and a Pandora page is set to launch in roughly two weeks.
Kathryn Darden is a mentor for a growing international team of entrepreneurs. As a journalist she writes arts & entertainment and skin care articles for several online publications including Christian Activities and Examiner. She is an Executive Consultant with Rodan + Fields Dermatologists.
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