Doll History: Sindy´s millienum, Vivid Imaginations and New Moons (1999–2009)

Welcome back to the world of Sindy as we explore the 2000s, a decade of radical reinventions and dramatic changes.

The story begins in the late 1999.  After disappearing from shelves, Sindy returned under license to British toy company Vivid Imaginations. With a refreshed millennium look, Vivid's goal was to reconnect Sindy with a new generation. But winning back the toy aisle was tough. Barbie now held a staggering 75% market share. In 2000, Sindy entered the digital age with Sindy.com featuring games and her diary. The dolls reflected this modern push with releases like Hot Popstar Sindy and a partnership with a robotic dog named Teksta. Sindy was trying to stay relevant, but was it enough?

By 2003, momentum was fading. For Sindy's 40th anniversary, the license changed hands to a new manufacturer, New Moons. This relaunch was the most radical yet, with the head of design, Denise Dean, admitting they had made her totally unrecognizable. This new Sindy was designed to look like a younger 15 year-old. The biggest change was the introduction of different sizes. Alongside a standard 11in doll, New Moons launched a tiny 6.5in Sindy petite to compete with the popular Polly Pocket. For many longtime fans, the new dolls was a step too far. 

In the mid 2000s, the license passed to Chad Valley for dolls sold exclusively through the British retailer Woolworths. This gave Sindy a prestigious home, but it limited her audience. Many of these dolls were simply rebranded stock from the New Moons era. Behind the scenes, the brand's future was hanging by a thread. Sindy was caught between being a nostalgic collector's item and a modern toy. Unsure of her own identity. Then as the decade closed, disaster struck. In 2009, Woolworth's, Sindy's main retail home collapsed in the UK. Her only safe harbor had vanished. With that, Sindy disappeared from shelves once again. 

Sindy´s story through the 2000s was a turbulent time defined by a constant fight for relevance  in a market dominated by her biggest competitor. While these efforts didn't restore her to her former glory, they mark a fascinating chapter for a beloved british icon that refused to give up.