Tesco Revives Classic British Doll as Private Brand

tesco-sindySindy, one of Britain’s most iconic toys, is making a comeback after being given a 21st-century makeover by Tesco. The doll has been revamped as a private brand exclusively by Tesco which has made her seven inches taller with a fresh new look. The retailer has licensed the Sindy brand from its Exeter-based owners and creators Pedigree Toys.

Sindy was, for many years, the UK’s best-selling toy delighting generations across the world after being launched in the early 1960s.

Sindy’s fashionable clothes, popular accessories, and playsets made her an iconic doll and 150 million were sold worldwide.

Tesco believes she can once again become a British favorite toy.

Tesco head toy buyer Dawn Lavalette explained: “Sindy stood out from other dolls and her captivating, angelic look made her popular all over the world.

Now we’ve restored her beautiful and unique look and worked with our own top fashion designers to come up with a dazzling new range of clothes.

We also think that many mums out there who were fans of the original doll themselves will secretly want one too.”

Besides her new 18-inch height Sindy will have a new, refreshed look with a set of 11 on-trend outfits for both day and nightwear, created by Tesco’s own top fashion designers.

The range will also include eight pairs of shoes including trainers, boots, and sandals plus accessories for her hair and jewelry.

In addition, she will also have three friends – Zoe, Kate, and Laura.

Dawn Lavalette added: “This is just the start of the Sindy revival and next year we will have a whole range of exciting additions for customers to add to their collection including more playsets and stylish outfits.”

The new 18-inch high, free standing Sindy doll will cost £19.95 and launched on Monday, September 5.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.