Pedigree Toys launched Sindy (‘The doll you love to dress’) in Britain in 1963 and, like Barbie, her glamorous counterpart in the USA, she proved an instant sales success as Britain's first fashion doll. Sindy reflected the burgeoning consumerist aspirations of young girls and looked to sought‐after possessions of the rapidly growing teenage markets of the 1960s and 1970s. As a gender stereotype, in succeeding years Sindy was given a range of new outfits and accessories. These included a car (1964), a nurse's and bridesmaid's outfits (1965), and an air hostess outfit (1967), but it was not until 1968 that Sindy acquired ‘real’ eyelashes, side‐parted hair (available in several colours), and a twisting waist. Like Barbie, she also acquired a boyfriend, in this case Paul (1965)—probably named after Beatle Paul McCartney. With the 1970s she gained her characteristic centre parting as well as a house with Scenesetter furniture, and a number of new roles including Trendy Girl Sindy (1971), Top Pop Sindy (1972), Active Cindy (1975) with fifteen movable joints, and Sweet Dreams Sindy (1979). The 1980s were equally active with a new range of roles as well as a short hairstyle (1982) in tune with the popularity of Princess Diana. Additionally, in 1985, the Emanuels (designers of Princess Diana's wedding dress) designed a range of new outfits for Sindy. In 1986 Pedigree Toys were declared bankrupt and the Sindy name was sold to the American toy company Hasbro.
Subjects: Industrial and Commercial Art.