Toy market news

I’m a Girly launches in Italy and reveals new line for ’22

Milan’s new FAO Schwarz store ranges I’m A Girly collection, soon to be joined by new I’m A Wow Glow Edition dolls in 2022

I’m A Girly has arrived at Milan’s flagship FAO Schwarz store just in time for Christmas, unveiling a new line of dolls. Visitors to the Italian retail destination will find an eye-catching display of I’m A Stylist styling heads with interchangeable wigs and I’m A Wow 14″ dolls with UV-colour-changing hair just behind FAO’s legendary giant piano. In keeping with FAO’s store concept, the I’m A Girly shelf design has been kept sleek, but the brand has stayed true to itself by adding a touch of its signature pink and purple. A selection of the products on display highlight the styling possibilities on offer to consumers.