Boxy Girls collectibles get exclusive with Walmart

The fashion doll/collectibles range from Jay@Play will be available exclusively at US Walmart stores beginning May 21.
May 8, 2018

Hong Kong toy company Jay@Play has inked an exclusive retail agreement with US Walmart stores for its Boxy Girls range.

The line, which combines the play patterns of fashion dolls with YouTube’s popular unboxing videos, will be available exclusively at US Walmart locations beginning May 21. Featuring four Boxy Girls (Riley, Willa, Nomi and Brooklyn), each US$14.99 doll comes with four surprise packages that can be unboxed to reveal accessories like makeup, bags and shoes. Additional US$9.99 surprise packages are available for purchase in packs of six.

Jay@Play’s Walmart partnership comes as toycos continue to launch new takes on the collectibles trend. Data from The NPD Group shows that collectibles made up roughly 10% of all US toy sales in 2017, while the overall collectibles market grew by 33% in the US in 2016 (totaling US$1.8 billion in sales).

Slow-rise and squish collectibles, in particular, have been gaining in popularity, with Basic Fun! launching its Cake Pop Cuties brand and Play Visions signing on as exclusive North American partner for New Dimensions Toys’ line of Emzo Kawaii Squeezies.

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