Barbie's Rival Sindy Hopes for a Relaunch on its 50th Anniversary

The "Girl Next Door" Sindy dolls are celebrating their 50th anniversary this year.

Launched in the 1960s by Pedigree toys, the American Barbie's main rival, the Sindy dolls are expecting a buyer to help with their re-launch.

Sindy, who was the UK's best-selling toy in 1968 and 1970, sported a casual look with jeans, a stripy top, short blond hair and big blue eyes but she is expected to get a make-over for the re-launch. She is expected to have eyelash extensions, purple hair and leg warmers.

According to the Guardian, more than 150m Sindy dolls have been sold during the brand's history, and she was repeatedly a bestselling toy, both in the UK and overseas.

With changing times, Sindy was given changes to adapt to the market.

"Few brands have the emotive power and name recognition of Sindy. Millions of women in Britain grew up playing with her, and have fond memories of their days as 'Sindy girls'. Over the years Sindy's outfits have reflected changing fashions, and her hemlines rose and fell accordingly. But she has never lost her image as the demure girl next door - an enduring image that continues to appeal to young girls around the world," Pedigree chief executive Jerry Reynolds told the Daily Mail.

Unfortunately, the Sindy Girls did not trend for long.

In the 2000s, Sindy was promoted by giving a teenage appeal. An audience of 12-14 years was targeted and the doll was made to look more like them. But Sindy still lost to competitors like Barbie and other trendy dolls. With Barbie and other "fashion dolls" promoting high street fashion and modelling, the innocent British doll started losing out.

But there are still a few authentic Sindy collectors like Helen Carter, who believes that she is still the best doll in the world with authentic British values. She disapproves the changes made on Sindy in the 90s to make her compete with the American Barbie. Carter prefers the original doll which was simple and gave value to the British idea of how a girl should be. In an interview to the BBC, Carter explained that transforming Sindy on the basis of Barbie's characteristics made her look "alien" and emphasises the need of regaining her original "values".

Reynolds seemed optimistic about finding help to re-launch Sindy.

"Increasingly retailers, especially large international retailers, are looking to have their own exclusive licences. Woolworths led in that area. So long as Sindy (and Barbie) seem relevant and keep up with changing tastes and fashions, there is no reason to assume she won't be around for another 50 years," Reynolds told the Guardian.