Pippi Longstocking is coming down under, with Axis Toys taking on the distribution of the talking doll in Australia and New Zealand.
Arriving in June, the 40cm doll, which can speak six different languages, is set to inspire a new generation with her trademark red hair and freckles.
The doll is also an integral part of the #pippioftheday campaign, which aims to create awareness and raise money for Save the Children’s new initiative, Girls on The Move.
This initiative supports girls forced to leave their homes to flee to new cities or even new countries in order to find safety and helps to give them the strength to survive and a chance to start their lives over. Funds are raised through the sale of special ‘#pippioftoday’ bracelets that are sold alongside the dolls in toys stores and online.
Paula Opfer, co-founder of Axis Toys is thrilled that her company is bringing Pippi to Australia.
“I grew up reading Pippi Longstocking so it’s an honour to be helping children discover her all over again and at the same time to help raise money for this important initiative by Save the Children,” she enthuses.
“I think it’s one Australians will want to get behind as there is no better cause than helping to protect vulnerable young people. Readers of Pippi Longstocking know that at the beginning of her story she is forced to move to a new town and begin her life again on her own―much as the girls supported by Girls on The Move are forced to. The spirit of brave and strong Pippi is one that we want to share with these girls and with a new generation of girls here in Australia too.”
The #pippioftoday campaign also coincides with the 75th anniversary of the first publication of the Pippi Longstocking books.
Additionally, Axis Toys is expanding its Miniland Dolls collection with a new line of Down syndrome dolls as well as the addition of a brunette and red headed doll to complement the current Caucasian blonde range due to popular demand.
Opfer explains that developing a Down syndrome doll range with Miniland has been a long-time ambition.
“Diversity and inclusion is at the heart of Miniland and inclusion means not only embracing different ethnicities and cultures from all over the world but also embracing those with special and additional needs.
“I couldn’t be prouder of this new line and we hope they find a home, not only with families with Down syndrome kids but also with all Australian families where diversity is respected and celebrated.”
A full social media and PR campaign will be supporting its launch in May. “It’s important that having developed these unique dolls that people know about them as for many this will be a game-changer doll.”
The expansion of the Caucasian range has been in the works for quite some time and pre-orders are incredible, says Opfer.
“If retailers are keen to add to their Miniland Dolls range with this new line-up then they better order fast is all I can say. Again, these new dolls fit with the Miniland Dolls ethos of diversity as not everyone is a blonde after all, and again kids of all hair colours now get to play with a doll that looks like them.”
