This Christmas has been a whirlwind of new sparkly, pink things. Not for me, but for the little girl in the household, who actually isn’t that little any more.
She is one of those people with a birthday very close to Christmas so we go through a very fast run of present buying from one event to another. She loves the excitement of having so many things together, but I find it hard 1) to be inspired so close together, 2) wondering how she will feel when she is older when she’ll want the two things further apart, as I have to say to her you can’t have anything else you’ve had your quota for the year.
This is partly driven by me being a June person. I’m used to having a good gap between the two so I have to keep reminding myself she doesn’t know any different. And also it’s not totally my fault as she was early!
Anyway, this year has been all about LOL Surprise dolls. For those of you have not experienced them, they are the “Cabbage patch doll” of this year, but without the fighting at the till. Why no fighting? Because you can get everything with a LOL on! Clothes, pants, drawing kits, hair bands, pens, games alongside the dolls themselves.
What is a LOL?
They stand about 6cms high and look like a combination of Betty Boop and a Manga comic. All big eyes and oversized head. They don’t do a lot but the fun comes from the opening. The creators have come up with a clever way to make you a) buy lots of them and b) keep you interested. They come wrapped up in a ball or other plastic container and you have to unwrap the layers, like pass the parcel. You don’t know what doll you are going to get inside and everything that comes with her is wrapped up in little packages. Each item, shoes, clothes, bag, is separately wrapped. It’s very clever as it builds the excitement not knowing what is in there and then constructing the little doll.
I have to say I get just as excited as her in the process, wondering what we are going to get, and I don’t even know what most of them are called though she seems to.
There are 100’s of dolls to collect, they keep bringing out new versions and types – glitter series, winter disco, OMG. So you want to keep adding to your collection. My daughter has about 12 of them, this is a small number compared to some of the children you see and hear, and at £10 plus a go that’s a lot of money.
As my sister in law said the other day, “I wish I’d come up with the idea”. They have taken the world by storm, seemingly by using YouTube as their platform for delivery. I’ve never seen an advert anywhere for them but my daughter found them on YouTube by watching the ‘unboxing’ videos. This has become a big thing, vloggers opening things they are sent to promote. Because of the format of the LOL they are perfect for this, and they have kids and adults drowning in excitement ready to open their next surprise. I know some kids have become rich with ‘unboxing’ and their parents posting the videos.
I have to say I think the dolls are harmless fun, as long as you don’t get pulled into buying them all. It’s not like sticker books where you bought a pack of stickers for a few pence and then swapped duplicates with your friends, you could spend thousands to get a full set with these. In that case, it’s all about control from the parents. But I do think that the world of marketing has changed so dramatically and this is a very clever use of the new media out there. I’d just like to know how to transfer that into bookselling.