She Shaped the Doll Industry in 1950 – now Terri Lee Dolls for Girls takes on a Whole New Generation of Girls at Target!

Tustin, CA – May 24th, 2005 – In the 1950’s and 60’s she was the aspirational and must-have doll of her time – mothers loved her wholesomeness, and girls loved her pretty face and extensive fashions. Now, that same must-have feeling will hit girls across the country when the NEW Terri Lee Dolls for Girls line debuts at Target stores this Summer.

The little doll created in 1947 by Violet Gradwohl, a mother with little business experience and a lot of vision, helped shape the doll industry in the 1950’s. With her big eyes, chubby cheeks, and pouty mouth, Terri Lee is as irresistible as ever – and recently named the fourth best selling doll of all time by Doll Reader Magazine.

“We felt the time was right to introduce Terri Lee to a whole new generation of girls,” said Gretchen McGinnis, Director of Marketing for Terri Lee Associates, the company that now holds the rights to produce and license the Terri Lee doll. “We re-sculpted her iconic face and gave her a fun, contemporary look, and updated her fashion wardrobe. Remaining true to the Terri Lee name is the high level of detail, quality of fabrics, and sense of fashion style. She’s both fun and beautiful.”

That fashion style is what made Terri Lee such an instant hit in the 50’s. In fact, she was known as the best dressed little girl of her time, and continues to have a vast collector following today.

Standing 15” tall and made of high-quality vinyl, the new line will debut at Target stores nationwide with four unique fashion styles inspired by play themes girls love – School Days, Princess Ballerina, Pajama Party, and Birthday Fun. But the real draw is the hair. “Hair play is the number one play pattern for girls,” said McGinnis. “We decided to give them an abundance of beautiful hair for hours of imaginative play.” These dolls seem destined for success once again.

Play dolls represent a $2 billion industry - a growing market that introduces girls to the innocence and sweetness of doll play. Targeting young girls whose parents shy away from some of the more trendy dolls found on store shelves, and girls who are ready for something other than a baby doll, Terri Lee Dolls for Girls offers a unique niche and positioning: beautiful, high quality dolls and fashions that help keep little girls little, with a price point that most can afford.

“Our research indicated a gap between baby dolls and the edgier fashion dolls on mass market store shelves today,” noted McGinnis. “We feel the Terri Lee Dolls for Girls line fills that gap nicely. Wholesome, fun, and fashionable – what’s not to love?”

The line will receive broad exposure through Target store distribution, while having the distinction of being one of the only high-quality doll lines in the mass market that comes with characters that are nostalgic in nature, have an established name and following, with additional clothing and accessories to support the line.

“We feel it’s what’s missing today – a beautiful doll with fashions that mothers will approve and girls will love,” notes McGinnis. “Terri Lee has proven over the years that she’s here to stay – we’re sure a whole new generation of girls will come to love this popular doll as much as their mothers and grandmothers did. After all, she is the doll that was Born to Love and Be Loved.”

The new Terri Lee for Girls line will debut at Target stores beginning Summer 2005.