Doll Design Done Right

Suzanne Mills-Winkler is the president of Dynamic Designworks

Some of my best advice is to always do your research. It is important to define your target market, get to know your competition intimately and know exactly what the major buyers are looking for in terms of play pattern, features and price point. For inspiration, head online and shop stores to spot trends. Also, look at other industries for inspiration and pay attention to trends for girls in slightly older age groups because a young girl always wants to emulate her older sister.

It’s worth the investment to spend time up front planning the design your dolls. Take time to fully define your product concept. Time well spent on the front end will save you even more in time, dollars and frustration later on. Explore in 2-D as much as possible in order to avoid spending a fortune on 3-D models.

It is important to completely define the look of your doll in advance, including a profile of her personality, features and attributes. I also suggest including a back story for your doll that gives her a reason for being. Also, as you go from 2-D drawings to the 3-D models, it is a good idea to conduct some focus testing in order to get a clear read from consumers on the look and direction of your product. Building 3-D prototypes will also help you to pinpoint the look that is right for your doll and provide you with the ability to experiment and find a fresh positioning for your doll.

Find the right person for every facet of a doll design job. Every detail is important in good doll design. Make sure to find the right artist to do the sculpture, the right face designer and painter, hair rooter, fashion designer and model maker with artistic style that is appropriate for your doll. One bad element in the group can throw the entire doll design off.

I can’t emphasize this enough: Always pay attention to details. It is critical to have clearly written product specifications and control artwork for your project. Make sure to be as specific as possible to call out materials, sizing, shapes, function and features. I believe that it is best to use a 3-D model rather than a 2-D drawing to communicate these important design details to the factory. Remember, the more clear the direction you provide to the factory, the better your dolls will look and the faster you will get to market.

Perceived value sells! Don’t skimp on the quality of materials that you use. Use color and quality fabrics to make your doll design unique and fresh. Even with a limited budget, choosing the trendy and hottest prints will make the difference between marketing a ho-hum doll versus having a fresh, on-trend product to sell.

Adding piece count, such as fashionable accessories, jewelry, shareware, etc., helps to enhance both the play pattern and the perceived value for your doll. Girls love 'stuff,’ so the more the better.

Don’t just come up with a concept for your first doll. Think about how you might want to expand that first doll into an entire product line in the future. Create that world, even if only on paper, to spark interest and better plan for future launches.

Don’t forget the box! Make sure to work with an experienced packaging engineer, packaging designer and copywriter. All will help give your doll maximum shelf appeal. You can’t afford to get lost in the clutter.

Always make sure to have your manufacturer well sourced. The last thing you want are unpleasant surprises. Prompt action and accurate attention to detail always put a smile on my face!