A new line of dolls, teased at New York Fashion week in winter and launched exclusively at Walmart today, aims to return fashion to the forefront of fashion dolls.
The L.U.V. collection (which stands for their Limitless potential, Unique perspectives, and Vibrant energy) is a quartet of best friends, each with a distinct style and diverse physical attributes. “What’s really unique about our dolls is that they have four unique bodies, four unique head sculpts … four unique skin colors,” says Sharon Zuckerman, Vice President of Design at Far Out Toys.
Life-size versions of the dolls' fashion debuted at NYFW. | Source: Far out Toys
The Brooke doll features rocker chick fashion. | Source: Far Out Toys
The friends are confident and romantic Londynn, artsy Harper, bohemian Autumn, and rocker chick Brooke. Each of the girls has 15 points of articulation, nylon hair, and distinct face paints. While these details aim to elevate the L.U.V. squad, it’s the style that sets them apart.
“As dolls have evolved, in the doll aisle, I think you’ll notice that they’re not so fashion-forward,” she says. “We wanted to make sure that our dolls felt like they were literally walking off the runway.”
Zuckerman’s background is in Barbie collection and design. Pulling her inspiration from runways (her favorite high-fashion labels include Alexander McQueen and Stella McCartney), Zuckerman and her team worked to ensure the fashion details sing, from sculpts that imitate real leather boots to shorts with pockets in them to a lined doll jacket. The dolls’ jewelry was also designed as a collection, to maximize the mix-and-match capabilities of the line.
Each doll is available for $29.97 and includes a built-in box display stand featuring different fashion scenes, and multiple accessories, like handbags and heels. Each L.U.V. girl also has a corresponding fashion pack filled with wardrobe-building gear for $12.97.
Hitting shelves May 1, Zuckerman says the L.U.V. collection is as much about the girls’ individual styles as it is the creative expression of the kids who play with them: “They’re almost designing the doll.”
