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05.05.16


JD WILLIAMS CHALLENGES BARBIE AND SINDY TO LOOK THEIR AGE

Fashion retailer, JD Williams has today issued a challenge to renowned toy manufacturers, Mattel and Pedigree, creators of the much loved Barbie and Sindy dolls.

Playing on the long running rivalry between the two ‘frenemies’, JD Williams has written to both manufacturers urging them to create an updated version of the dolls which accurately reflects their real age. ‘Born’ in 1959 Barbie turned 57 last month, yet amazingly she has not a wrinkle or grey hair in sight. And despite pushing 53 this year, Sindy is looking remarkably youthful for her age too!

Suzi Burns, PR Manager, JD Williams says, “We think it is about time these iconic dolls were given a fresh look based on their actual ages. Entering your fifties is something to be celebrated. Fashion and style has no age limit and we’re certain that Barbie and Sindy will be as glamorous and style conscious now as they were 30 years ago.”

“We await with anticipation the response from Mattel and Pedigree. We wonder who will respond first, and who knows, maybe we could use our expertise and help style them with a bespoke wardrobe,” continues Burns.

In anticipation of hearing from the manufacturers, JD Williams have already envisaged what the real age dolls would look like based on the average height*, weight*, waist circumference*, hip** and bust** measurements of a 45-54 year old (for Sindy) and a 55-64 year old (for Barbie).
JD Williams has led the way in challenging an industry obsessed with youth since relaunching in 2014 with Lorraine Kelly as brand ambassador and recently launched a report unveiling that the fashion industry needs to do more for the “forgotten fifties”.

Most recently, it has turned the convention of typical fashion shoots that sees younger models promote clothes to women over 50, by using a crew of fashion experts - all female and all over 50 – in front of and behind the camera to create its SS16 campaign.


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