As icons of the toy store mark milestone anniversaries, companies are issuing special dolls and games to please older fans and attract young ones
No child wants an old toy. But a rash of milestone birthdays this year for Barbie, Little Mermaid, SpongeBob and others have toymakers repackaging veteran brands into special-edition versions.
“Nostalgia is never a selling point to the kid,” says Allen Adamson, co-founder of Metaforce, a brand-consulting firm. “ ‘Brand new’ is the most important selling point to kids.”
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