Enchanted aisle

Sometimes little girls tend to have fantastical dreams: wings to fly, the powers to make things appear or disappear, or life in different fantasy worlds. But it doesn't take mystical powers to see that fairy-theme toys continue to be popular sellers at retail with girls.

This fall, Disney will continue its girls' Fairies line, first introduced last September with the illustrated novel, Fairy Dust and the Quest for the Egg. The new line of product from Playmates Toys, Costa Mesa, Calif., will introduce dolls, sizes 3½ inches to 8 inches, flying dolls, play sets and doll accessories. Role-play sets will also be available from Creative Design. The toys will be targeted for ages 6 through 8. Books from Disney Publishing will be for girls ages 9 to 11.

Lori Farbanish, global brand manager for Playmates, tells Playthings that in-store promotions will tie all licensed Fairies products together. Larger retail stores like Toys “R” Us will even devote entire sections to the brand. “All retailers are 100 percent on board and giving us a lot of edge with the introduction,” says Farbanish. “Fairies in general are very appealing to girls. Because of the awareness of Tinkerbell, each of the Fairies has a special talent. Part of the positioning is really tying into play patterns of little girls—I'm an artist like Bess or I love to make things like Tinkerbell.”

The first Fairies movie will launch fall 2007 with additional product offerings to follow.

Manhattan Toy, Minneapolis, has launched Trixieville, home to three fairy characters: Zayla, Avena and Elonia. Each are 10-inches tall and have jointed hips and shoulders and poseable elbows and knees. Apparel and furniture accessories include a Leafy Lounge and Breezy Bistro.

This spring, Mermaidia, the sequel to last year's Barbie Fairytopia, will launch, along with a Glitter-Swirl Fairy doll, Color-Change Water Fairy assortment, play set and Sea Pixie necklace assortment, all for ages 3 and up.

Sarah Buzby, Mattel's director of Barbie marketing, tells Playthings that while most of the line is available at mass, there are exclusive dolls offered to the specialty channel, such as a collector doll based on the live stage show Barbie Live! In Fairytopia.

“Fairies, mermaids and other beautiful fantastical creatures inspire girls' imaginations to run wild, allowing their most whimsical fantasies to be explored,” says Buzby. “Younger girls love to use their imaginations and play 'make believe,' whether through fairies, princesses or other fantasy worlds.”