Blog: Project Runway Designer Dolls
- Published: 28 October 2008 12:31
- Author: Jenna Wilkins
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- Last Updated: 28 October 2008 12:31
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Has fashion reality TV taken a new direction? Marketing genius? Or retail foe par? Automatically excited and inquisitive I had to have a closer look.
Project Runway Designer Dolls have hit the shelves of retailer Spotlight – an amazing 'fabric, craft and home interior superstore' that originated in Australia. It seems that the marketing brains behind Project Runway are attempting to grab an unsuspecting market, that of girls aged eight years and up, with the launch of Project Runway Designer Dolls.
Inspired by the hit show, kits and individual pieces have been created to encourage children (or 'mini-fashionistas' as I like to call them) to make creations of their own – with no sewing machine or cutting table needed. The kits boast three easy steps - Design, Cut, and Decorate.
The kits include everything you need to make outfits for the dolls, including the dolls themselves (laminated cardboard), 'designer fabric' inspired papers, and fashion accessory embellishments including, ribbon, jewels, sequins, glitter glue and more - to complete the look.
The dolls and papers can be purchased separately, or in kits, with the Project Runway Designer Doll Starter Kit retailing at NZ$24.99 (£9), and the Wardrobe kit retailing for a rather hefty NZ$59.99 (£21). The price points do seem rather high to me, but with Christmas on the way and both kits including a Project Runway TM Backdrop, to give a real 'Project Runway flavour', maybe they'll take off.
The merchandise doesn't just stop there. The on-line Project Runway merchandise empire includes Tim Gunn talking 'bobbleheads' with his catchphrase - 'Make it work'; T- shirts with 'Fierce' – now who said that?; 'make it work' drink bottles, journals, DVD sets; Heidi Klum's jewelery collection; not to mention dress forms, patterns, scissors. The list really does go on, as well as the revenue no doubt.
Is this new venture a smart marketing idea? Will the dolls encourage the younger generation to get on board with Project Runway in the future? This I don't know. One thing I do know is that I can't wait for Project Runway Season 5 to air. Bring it on!
