Just before I retired from teaching, the latest catch phrase in education was "Learn to Pivot". With all the problems going on in this profession, we were told we had to realize that "the old way of doing things no longer worked" - that you had to alter your way of thinking if you were going to be survive in modern education.
That's actually true of everything. Any successful person will tell you that they got that way by picking themselves up every time they got knocked down; they learned from each failure and changed how they responded to the situation. Nothing could be more true for businesses post-pandemic that are dealing with supply-chain problems, worker shortages, and economic crises.
One business that seemed to alter its sales model is MGA toys. The creative genius behind this is Michael Scott Anderson. In 2020, MGA introduced an Animated Series on Youtube about a group of dolls that attended an alternative arts school, Rainbow High. Each character has its own designated color choice in wardrobe and backstory. This built up interest in the dolls before they were actually released. (Early in its history, Integrity Toys created a similar buyer loyalty with their story cards, which went away for several years but recently returned.) It took a couple years for the Rainbow High dolls to get established, but now they have a very loyal and fervent following!
The Rainbow High Dolls actually made my #8 spot in my 2021 countdown. I included quite a bit of history with them at that time Rainbow High Dolls 2020-2021 . Like the coronavirus, MGA has adapted and morphed quite a bit this year.
Most of the Rainbow High dolls come with an additional ensemble and retails for less than $30. Their original cost in 2020 - 2021 was $24.99, but the price increased with Series 4 to $29.99. Here is a photo of Series 4 that was released May 23, 2022 (on my birthday by the way). Photos by MGA except as noted.
The hair styles on these dolls are so amazing; the details in the ensembles are just fantastic; the bodies are articulated; the price point just can't be beat. The Series 4 girls are so inclusive this time. We have so many special versions! The third doll from the left is called Delilah Fields, representing a person with albinism. She is one of my favorites produced so far (I added the white bows).
As the mainline dolls related so specifically to color, MGA apparently realized they were literally "painting themselves into a corner", so they mixed things up a little. With the world's obsession with competition, MGA decided Rainbow High needed some rival schools. In 2022, we got Pacific Coast, retailing for $31.88 each (the beach scene sold separately and has been able to be purchased on clearance for $25):
You can't turn on syndicated television in America without seeing some sort of music competition: American Idol, The Voice, The Masked Singer, America's Got Talent, Lip Sync Battle, or The American Song Writer. How clever would it be to have these rival schools compete in a talent show? What if we gave them original scores and music videos on Youtube and called the competition Rainbow Vision? Why not?! (Each dolls retailed for $39.99 and some of them actually came with instruments like the Rockstars from 2021)
That gave us Rainbow Divas:
Neon Shadow:
And The Royal Three:
These dolls were each quite phenomenal on their own right. So, there is a little something for everyone. But MGA also offered a Special Edition Shadow High Ainsley Slater Fashion Trunk Show for $49.99
To respond to the Rainbow High De'Vious Twins, we got a special edition Shadow High Storm Twins, Naomi and Veronica for $69.99 (at Christmas these dolls went on sale on Amazon for less than $30). Yes, one of the dolls is blowing a bubble with bubblegum!
MGA realized in 2021 that Rainbow High had started attracting a serious group of adult collectors and decided to test the waters by introducing its first "Rainbow High Collector Doll", Jett Dawson, in August 2021. It even produced 1000 dolls with "Numbered" cards sold randomly through Amazon. The doll retailed for the most ever asked for a Rainbow High doll $54.99. It came with a little dress form.
Jett Dawson was quite successful, so MGA continued offering "Collector Dolls" in 2022.
First up offered on February 1, 2022 is Chinese New Year Lily Cheng. She sold online for appx $80. This doll is one of the most perfect Rainbow High dolls made to date. She is just breathtaking! Even the box artwork is to die for!
Next up Walmart offered the most expensive Rainbow High Collector Doll to date, Dia De Los Metros Maria Garcia. She originally retailed for $129, but has come down in price and is hovering around the $100 mark. That still puts this doll right up there with high end dolls like Integrity Toys! The packaging on this doll is as stunning as her predecessor, Lily Cheng. Maria Garcia's box actually has LED lights around the inside edge that can be turned on and off! There has been a lot of complaining that the ensemble isn't culturally accurate, but it can't be denied this is still one beautiful Rainbow High doll.
In 2022 Rainbow High produced its first ever "Holiday Doll" with Roxie Grande. Roxie could actually be found in Target Stores in American and retailed for $59.99. She was on sale on Amazon for $39.99 and Target even matched the price. The lower price is reflected in packaging since it was similar to mainline MGA dolls.
The final "Collector Doll" of 2022 was Rainbow High's first celebrity doll. Can you imagine getting a Rainbow High Paris Hilton character? Was she worth $99? Totally - "That's Hot!"
Just when you think you couldn't get any more Rainbow High/Shadow High fun, MGA goes and releases some blind box accessories. Each box costs $9.97 - the displays in the stores look like this:
There are 27 previously unreleased pairs of shoes (many associated with specific dolls).
And 28 previously unreleased handbags (again, mostly associated with specific dolls).
I daresay there is at least one on many fellow collectors' shelves. In a year when high-end doll producers are unable to get product into collectors' hands, MGA was able to offer a little something for everyone. They recognized market opportunity and seized it. Whether you needed a cute quick fix for less than $30 (and many of these mainline edition dolls hit sales bins for as little $10 or less) or wanted something a little more luxurious like Paris Hilton, Lily Cheng, or Maria Garcia, you could walk away with a deep sense of satisfaction.
My #4 of 2022 goes to MGA for availability, affordability, and playability. The doll I chose to represent this line was my personal favorite from 2022, Lily Cheng. To my surprise, it was the doll I actually asked for under my Christmas tree this year.
1 comment:
Thanks for this post. I had noticed these dolls in several stores, but had never paid attention to them. With everything you've explained about these dolls, I think the next time I see them, I'll look at them differently, but not too much so as not to develop the urge to start a new collection. Although I had already noticed the light pool because many have bought it as a stage location for their dolls from other brands. 😊
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