I’M A GIRLY gains global exposure with celebrity endorsements

The fact that I’M A GIRLY toys are becoming more popular is not a coincidence rather years of hard work and a unique approach which starts with co-designing products with the end-users and ends with the founders’ obsession for detail and quality. The toy industry is a $90 billion markets, of which dolls are the second-largest and fastest-growing category. Some of the major toy companies - including Mattel, Hasbro, MGA and Spin Master - are based in North America. 

Based in Switzerland and available in Europe, Finfin has been mingling since last year in the US toys market with the I’M A GIRLY brand, a new intersection of toys combining technology and fashion, and inspired by kids. The founder and CEO Theresia Le Battistini, together with her team of nine employees, are on the mission to empower the creative youth and give them a voice. “All our products are co-designed by kids to ensure product-market fit,” says Le Battistini.

From America to China
With more product lines planned, I’M A GIRLY has sold more than 100’000 products worldwide and has already generated revenues in single-digit millions with a significant proportion stemming from the US market.

Alongside Europe in stores like Franz Carl Weber, Selfridges, and Hamleys, the products are available in the United States through two of the US’s three largest retailers. This year the third-largest retailer in the US will join Finfin’s retail partner network - the three account for 70% of the US market share. The products are also present in China via Tmall, an e-commerce platform for business-to-consumer online retail, operated by the Alibaba Group. “The timing of our partnership with Tmall was exactly right, as the buying behaviour of Chinese customers has changed. China transformed into a huge consumption-driven economy that seeks European brands that get endorsed by celebrities,” acknowledged Le Battistini. Expansion into the Middle East is still on the agenda.

Celebrity endorsements
After the Beckhams, Madonna’s twins are also fascinated by the brand I’M A GIRLY. In a short video, the twins shared their creativity with the dolls to more than 15.7 million followers worldwide. For the startup, this endorsement is another manifestation that it has set the right mission. 

“Madonna and her daughters loved the dolls, as well as the message of diversity and empowerment behind our products. Since then, she has shared several stories on Instagram of her daughters playing with our dolls and having fun. Having Madonna promote our products is thrilling, especially because she rarely promotes products or tags other brands. Unpaid and unexpected celebrity endorsements are always a great compliment to us. We have also received additional requests from buyers since then as the topics of diversity and inclusion have finally arrived in the toy industry,” adds Le Battistini.

Moving forward with gamification and continuing to promote sustainability
In Q1 last year Finfin partnered up with experts from renowned Los Angeles-based game companies (such as Riot Games) to gamify its co-design approach and make it accessible to everyone worldwide. The mobile game will back its mission to empower Gen Z and involve them in its value creation. After nearly two years in development, the company plans to launch the app in Q3 this year.

Being in an industry with 120 thousand new products launched yearly, 80% end up in landfill, Finfin has also made it its mission to reduce waste by upcycling products. From players in the fashion industry to epicycle their fashion fabrics. In collaboration with The R Collective, Finfin will create the first-of-its-kind sustainable doll clothing collection made of fabric remainders from luxury fashion brands. In the spirit of sustainability, the brand’s latest doll line is also produced with recycled materials.

(RAN)