Her 50th birthday is around the corner and she can no longer keep up with fashion. Can anyone save Sindy, the doll created to be a British rival to Barbie?
So begins David Sillito in his article for BBC News, “How Barbie Crushed Sindy” (July 2, 2012).” The “she” he is referring to is Sindy, a doll created by England’s Pedigree Toys in 1963. Like Iran’s Sara and Dara, Sindy was presented as an alternative to the American-made Barbie.
Sindy was the “British girl-next-door.” Compared to Barbie, she had a rounder face, a younger look, shorter legs, and a flatter chest. Sindy had great success through the 80s, peaking in 1985 with 80% of the UK doll market. But as the 90s began, Sindy was losing out to the ever glamorous and trendy Barbie, so Pedigree remade her, more in the image of her American rival. Mattel, Barbie’s manufacturer, noticed and filed a lawsuit against Pedigree. The British company responded with another makeover.
Helen Carter, “an avid Sindy collector and fashion lecturer” misses the old look, telling BBC “[The original Sindy] has got such a warm, friendly expression on her face, she’s got side-glancing eyes. She’s not challenging in any way, she’s pretty, she’s the English Rose.”
Up until 2009, the newest generation Sindy was being sold by Woolworth’s, but when that chain closed, Sindy said goodbye, as well. Now, Pedigree is looking for someone else to take over the Sindy name. “We don’t really have the skills to keep up with all the fashions,” says Pedigree’s Jerry Reynolds. “If it’s a retailer or a manufacturer, they have to change her clothes every year to keep up with trends.”
I think I have a solution. Sindy should go back to her origins, and she should be marketed as the “Third Culture Kid” doll. Here are 6 reasons why it makes sense:
- In 1984, Michigan State University sociologist Ted Ward called TCKs “the prototype citizens of the future.” The future has arrived and Sindy can help lead the way.*
- Many of the earlier Sindys are proud of their TCK heritage, as they have “Made in Hong Kong” printed on their waists.
- TCKs don’t always “keep up with the trends.” Sometimes it’s because they aren’t aware of the trends, sometimes because they disdain the trends. Either way, Sindy can create her own fashion statements. (And, as the BBC article mentions, Sindy could re-adopt her original wardrobe, going “retro to cash in on the popularity of vintage looks.”)
- Barbie has a closetful of international costumes, but they’re just that, costumes. Sindy could show the world what the real global citizen wears, as she transitions in and out of countries. Think of the culturally-relevant clothing possibilities. Collect them all!
- If Sindy could talk, what global stories she could tell, and all with a cosmopolitan British accent.
- Sindy should get back her “side-glancing eyes” (they turned forward in the makeover). This would represent the inquisitiveness of the TCK mind, mixed with a little bit of suspicion.
- Sindy looks like a TCK name, doesn’t it?
So who will save Sindy? Raise your hand and give Mr. Reynolds a call.
* When I wrote this post, I hadn’t looked up the source of this oft-quoted quotation. Actually, it’s from 1987, and it’s a paraphrase of “[T]he missionary kid of the nineties will be the prototype of the Christian of the twenty-first century.” I wrote more about Ted Ward and the context of this quotation at “TCKs as Prototypical Citizens and Culture Shock as Exaggerated Poop: Ted Ward and His Views on Growing Up Abroad.” (updated 03/2015)