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Campy V.I.P. launches dolls to match

Sony Signatures is leading off its V.I.P. licensing program with a line of fashion dolls modeled after the kick-butt chicks on the show, including Pamela Anderson Lee and the Vallery Irons Protection crew. Play Along of Ft. Lauderdale is creating the...
February 1, 2000

Sony Signatures is leading off its V.I.P. licensing program with a line of fashion dolls modeled after the kick-butt chicks on the show, including Pamela Anderson Lee and the Vallery Irons Protection crew. Play Along of Ft. Lauderdale is creating the line, which will debut at Toy Fair and ship in fall 2000. Peter Dang, executive VP of worldwide licensing, merchandising and consumer products at Sony Signatures, says the licensing program waited until the show’s popularity grew, so the dolls are the first real licensing kick-off, although during the series’ first season, calendars and posters aimed at tween and teen girls were available.

Dang says that while V.I.P.’ s audience is made up of all ages-including men and kids under 12-Sony Signatures is focusing on teen and tween girls because the series is a model for how girls can take care of themselves, in keeping with the ‘girl power’ mantra.

The Barbie-style dolls will feature moveable limbs, but clothing and accessories won’t be available initially. Attire will mimic the California duds seen in the show, with a humorous twist. ‘The whole series, we’re just so tongue-in-cheek about the fashion,’ Dang says.

Montreal-based vid game studio Ubi Soft is developing a console game based on the show’s action-based premise, and the digital title is slated for a possible E3 debut. Licensees in categories like apparel and shoes are being sought, and promotions such as mall tours with Anderson Lee are also in the works.

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