Journey Girls' Dolls are Marketed as "Best Friends" Who Travel Together

 - Feb 2, 2017
References: toysrus
Journey Girls are a collection of dolls sold in Toys R Us stores that were created to capture the "heart and imagination" of the children who play with them.

The collection features seven different dolls, all of which have "normal" body types, different hair colors and varying skin tones. Each girl has her own name, identity and special talents, and the dolls are also sold alongside a variety of accessories. These include inclusive accessories like wheelchairs and crutches.

By marketing the dolls as friends who travel together, as well as providing accompanying accessories like slumber party sets, Journey Girls is able to make consumers feel like they must purchase the dolls as part of a collective rather than individually.