Doll History: Sindy 1980s – Bold Changes & Fresh Faces

At the start of the 80s, Sindy was unbeatable in Britain. She held around 80% of the UK fashion doll market, beloved for her wholesome Girl Next Door charm. By the mid 80s, Mattel launched Barbie in the UK with glossy TV commercials. Barbie's global star power began chipping away at Sindy's dominance, pushing Pedigree to rethink their strategy. 

In 1986, Pedigree gave Sindy one last major redesign before licensing her abroad. Meet Smirky Sindy and that half smile that earned her her nickname. Starting in 1987, Pedigree licensed Sindy to Hasbro for global design, production, and marketing. 

Here's one of the first Hasbro produced Sindy dolls, part of an effort to modernize her image worldwide. Longtime fans weren't happy. Many collectors felt the new faces, even Smirky Sindy, lost Sindy's unique British appeal. As a result, classic Pedigree dolls soared in value, while the newcomers were often dismissed as impostors. 

Back in 1984 and 1985, Pedigree teamed up with designers David and Elizabeth Emanuel. Yes, the same duo as behind princess Diana's wedding dress to create high-end evening gowns for Sindy, giving her a true luxury fashion status. Hasbro poured big budgets into advertising. They treated Sindy as a serious rival to Barbie. The late 80s saw theme lines disco vibe pop star Sindy. In 1989, Mattel sued Hasbro in the UK, claiming the new Sindy too closely resembled Barbie. After French court ruled in Mattel's favor in 1992, Hasbro tweaked Sindys sculpt one more time and the lawsuits were dropped. Yet today, 80s Sindys from Emanuel Couture gowns to career sets are treasured by collectors. 

Thanks for joining me on this trip through the 1980s.