What should a Christian retailer consider when thinking about adding dolls to his/her store's gift offerings?
"Dolls are one of the most important gifts a person can give to girls because dolls help girls develop interpersonal skills, give them a sense of security and confidence, and help keep their hearts and minds in the imaginative place of childhood. Mothers and grandmothers know that dolls become treasured companions and family heirlooms, so they see them as a wise investment, not just for birthdays and holidays, but throughout the year. Dolls should be a regular part of a retailer's gift mix. Dolls have been popular for generation after generation, and they will continue to be popular."

What advice would you give about deciding which types and how much of doll products to carry?
"Not all dolls are created equal. Besides physical distinctions (such as vinyl body vs. cloth body, classical style vs. trendy style) dolls vary in their objectives. Christian retailers should seek first and foremost to carry dolls that have a faith aspect to them. Second, retailers should look for dolls that are part of an integrated concept, because dolls that are ‘just' dolls may not engage girls. In other words, retailers should look for dolls that have ‘values' as well as ‘added value.'

"For example, ‘A Life of Faith' dolls represent powerful Christian role models from the related historical fiction novels. The dolls are supported by a wide range of doll accessories, plus a full line of companion print products, an extensive Web site for girls, in-person girls' clubs and more. The result is a unified whole that is greater than the simple sum of its parts. This allows girls to immerse themselves in the ‘world' of the characters.

"Next is the issue of variety. Retailers should consider carrying various sizes, styles and prices of dolls, depending on the needs and interests of their customers. For example, if the store is in a very conservative area or has a large homeschool population, it may want to stock more of the traditional-style dolls, whereas if the store is in an area where customers prefer the latest trends, then the store might consider offering more of the contemporary-style dolls.

"The 14-inch vinyl ‘Faith & Friends' contemporary fashion dolls ($29.99) and the 18-inch vinyl ‘A Life of Faith' historical dolls ($99.99) each serve different types of customers as well as different parenting needs. These brands, as well as other Christian doll lines, are great options for parents looking for faith-based alternatives to popular secular offerings.

"Retailers should bring in enough doll product to get customers' attention and make a statement that this is a category that matters. Offering a wide array of accessories will generate repeat traffic and repeat purchases. Accessories can range from $2.99 to $59.99. Once a customer is committed to a line, they will want more of what that line has to offer."

What type of events can stores hold to generate traffic?
"Tea parties are always a huge hit. Other ideas are an arts and craft time, pajama parties, writing and drawing contests, fashion shows, summer reading programs with doll drawings for rewards, and free-gift-with-purchase offers. Many stores host ‘A Life of Faith' Girls Club meetings and events, and often the stores will find a passionate customer to lead the meetings."

Aside from events, what are some helpful ways to draw new customers to this niche?
"Parents are more concerned today than ever about what is being presented to their children by our secular culture. Many doll companies provide brand information as well as free tips, tools and activities to help parents instill faith in their children. Providing those resources to customers will help strengthen the store-customer relationship and allow the store to educate customers about how specific doll lines can aid parents in teaching their kids to live a lifestyle of faith. This will help draw customers into the store.

"Once they are inside the store, it is helpful to feature some dolls in the front of the store or in the main traffic areas. That way stores can raise awareness of the fact that they carry dolls. Then, having educated sales clerks who can explain why they are more than ‘just' dolls is very helpful.

"Also, running promotions, such as ‘free doll accessory with each purchase,' can create new interest and excitement. Typically the doll supplier will be happy to work with the store on these kinds of promotions."

How can dolls and their accessories be best displayed, especially if a store has more than one line?
"The best way to display dolls and accessories is to use the fixture or merchandiser provided by the doll supplier. The ‘A Life of Faith' floor display, for example, allows the full range of dolls, doll accessories and books to be displayed together. Otherwise, dolls and accessories can be displayed on slatwall or grid wall units.

"It helps a lot to have the dolls well-lit, at eye level and displayed along with any related books. Dolls and accessories also look great in fun and interesting ‘vignettes.' Stores should be creative in displaying the dolls and not be afraid to take a few out of the box and pose them in different positions. Let customers actually touch and feel the dolls, look into their eyes and see their life-like qualities up close. If you do this, girls will very often want to buy the doll that they actually handled."

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