Exploring the Growing Trend of Doll Collecting Among Kiwis

An emerging trend in doll collecting has been both the age of the collectors in New Zealand and, the reasons why they collect.

More Kiwi adults than ever are collecting dolls, reflecting a global enthusiasm for toys that merges nostalgia with alternative investment strategies. But this growing trend of doll collecting among Kiwis goes beyond mere toys—it's also a delightful blend of cherished memories and a celebration of one's inner child. Some purchases can trigger strong emotional responses. Collectors are not only pursuing the thrill of collecting but also the joy that comes with unboxing their latest acquisitions.

Bratz dolls

A Growing Community

The past 5 years has seen a global increase in the number of adult collectors. The Covid-19 pandemic significantly influenced our behaviours and desires. As we faced prolonged periods of isolation and uncertainty, many of us found comfort in nostalgic hobbies. The pandemic has reshaped how we viewed our possessions. We wanted to surround ourselves with things that evoked happiness, joy and positive memories.

Within New Zealand, there has been a boom of younger adults in their 20s and 30s that have embraced doll collecting, reflecting a broader trend of seeking happiness through tangible items. No longer is it a hobby for only those of us that are over 40.

And it’s not just about Barbie dolls. Monster High has a very engaged fandom here in Aotearoa, as does Mary Quant’s Daisy doll, Jem and the Holograms, Disney's ily4ever, Bratz and other Kiwi-manufactured dolls such as Little Tuppence.

It’s also not solely about acquiring toys; it’s about curating a collection rich in nostalgia, artistic expression, and rare discoveries. Many collectors focus on vintage dolls, limited editions, or special collaborations with renowned designers. Each release showcases unique craftsmanship or historical significance.

Monster High's Cleopatra

A Booming Market

The market for collectible dolls is flourishing, with certain rare dolls appreciating in value.  This increase has been fueled by factors such as rarity, condition, the Barbie movie, and demand from collectors. For instance, vintage dolls from the 1960s and 1970s, especially those in pristine condition, can command high prices at auctions and private sales. This offers collectors an exciting investment opportunity. There are many auctions and claim sales between doll collectors on Facebook and Trade Me. And if you’re willing to pay for the postage, eBay is another great place to scout out rare dolls.

Mattel and Disney are releasing new collectible dolls and accessories more often. As a result many collectors now buy direct from the USA outlets to avoid the wait for them to appear in New Zealand shops or the inevitable mark-up in price. However, the freight and postage rates have gone through the roof since the pandemic and, coupled with the recession in New Zealand (and other parts of the world), this strategy has cooled significantly.

@BarbieStyle's latest range

An Engaged Community

In New Zealand, the doll collecting community is vibrant and inclusive. Enthusiasts connect through social media groups and local meet-ups, exchanging tips and advice. This network helps members to discover new ways to maintain their dolls or even modify them to their unique style. There are often requests for re-paints or re-rooting hair on dolls - two skills that I have not yet perfected.

A Broader Trend

The rise in adult toy collecting, particularly Barbie dolls, reflects a wider trend of embracing hobbies that provide both enjoyment and potential financial benefits. As this trend gains momentum in New Zealand, it underscores the evolving landscape of collectibles and the diverse reasons adults are engaging in toy collecting.

As new and interesting collectibles are made, new niches emerge amongst collectors. A good example of this is Kiwi company, Zuru Mini Brands. Some collectors are only interested in mini food, others prefer mini fashion items, or prefer mini toys. There even miniature books, sneakers, babies and other themed collections available. The diversity of their products have introduced miniatures to a whole new raft of people that have since become avid collectors. This has then helped to spur them into doll collecting as well as they become more involved in world building in a 1/12^th scale, 1/6^th scale or even 1/3^rd scale.

Mini Brands Home Collection

Parting Thoughts

In summary, doll collecting among adults in New Zealand is a charming blend of nostalgia, creativity, and strategic investing. As collectors delve into this exciting hobby, they not only preserve cultural treasures but also become part of a community that celebrates the doll’s enduring allure. With collectors starting earlier in their lives, I hope they will be able to hold onto their most precious dolls, and continue to grow their collections throughout their lives. After all, this is how we have vintage dolls such as Barbie and Mary Quant's Daisy in Wellington's Te Papa museum.

What I’m wondering is what got you into collecting dolls or minis? Is there a doll from your childhood that you’d love to add to your collection? Plus, the big question, who gets your doll collection in your will? You may not have thought about it yet. But look around... there’s is probably a budding doll collector in your family... hiding in plain sight! 😉