JazWings, the brand development arm of Florida-based toyco Jazwares, has acquired the Go! Go! Sports Girls line of dolls and publishing products.
According to JazWings VP Karen Kilpatrick, the company is currently seeking partners to help grow the Go! Go! Sports Girls plush and book collections ahead of next year’s New York Toy Fair. There are also plans to extend the brand into additional categories for 2018.
“It’s a great acquisition for us and something we’re really excited about,” says Kilpatrick. “We think this will be a really great brand for content and this could expand into so many different areas.”
Go! Go! Sports Girls was created by Illinois’ Dream Big Toy Company. The dolls are designed for girls ages three to 12 and are meant to represent the way kids really look. Each of the 13 dolls is dressed to play a different sport, and the brand’s six companion books are designed to support social-emotional growth and healthy life skills through sport.
The plush dolls are currently available at Walmart, Amazon and select specialty retailers across the US, and the companion books are available at Amazon and in select nation-wide Barnes & Noble locations.
JazWings will partner with new retailers in order to expand the brand’s reach across North America and, eventually, into global markets.
Kilpatrick believes the authentic way in which Go! Go! Sports Girls represents young girls gives the brand a unique point of difference.
“There’s nothing wrong with princesses, but we want our girls to have alternatives, and to have other images that represent who they are,” she says. “Go! Go! Sports Girls is expanding the way girls are portrayed. It’s showing girls how they really are—strong, smart and adventurous.”