Anyone who feared dolls were falling out of favour with today’s technology-mad girls can think again. Queen of fashion dolls Barbie and new IT figures from Monster High have helped to make fashion dolls one of the hottest parts of the toy market.

Doll sales rocketed 23% last year to £130m - Barbies accounting for six of the top 10 bestselling fashion dolls - in an overall toy market up 3% year-on-year [NPD 52w/e 31 December].

Sainsbury’s, which has reported a 36.6% hike in doll sales, is one of many retailers predicting another strong year on the back of franchises such as Monster High.

The range of spooky dolls, with names such as Draculaura and Frankie Stein, has denied fellow Mattel brand Barbie the number-one spot in the fashion doll top 10.

Launched in 2010, they have also helped the market’s value growth exceed its 5% increase in volume thanks to price tags of around £18 per doll compared with £7 for a basic Barbie. “Monster High commands a higher price because of the high level of detailing,” said Mattel marketing director Penny Watson.

Monster High has also brought incremental growth to the market, according to Frederique Tutt of analysts NPD. “It has attracted the eight-plus age group - girls who might leave dolls behind and go to Claire’s Accessories,” she said, adding that further doll ranges aimed at eight to 11-year-olds were expected this year.

Mattel also has high hopes for Barbie, following two years of growth for what had previously been a declining brand. It is set to get further boosts from DVD Barbie: A Mermaid’s Tale 2 this month and toys based on musical Barbie movie The Princess & The Pop Star in the autumn.

Growth is also expected from toys based on Disney’s Tangled film franchise and upcoming fantasy movie Brave.

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