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New Zealand toy business, Zuru, has announced its acquisition of the Sparkle Girlz doll brand from Funville.

Developed 10 years ago by Danuta Saville, Sparkle Girlz brought magic, imagination and sparkle into the doll category.

COO of Zuru, Anna Mowbray, said that the brand slots in seamlessly with the existing Zuru portfolio.

"The brand is a perfect fit to the Zuru model. Exceptional quality and design at affordable prices.

"I see so much synergy between what Danuta and John Saville have developed alongside the passion, creativity and business success of Zuru.

"We have exciting product development plans and marketing initiatives that we know will rapidly grow and elevate the brand and look forward to adding this range to our girls’ portfolio."

Founder of Funville, Danuta Saville said that the Zuru team will help to further grow and drive the brand into the future.

"The success of Zuru coupled with the drive of a young, dynamic and visionary team makes them a great partner in driving the Sparkle Girlz brand forward.”

Director of Funville, John Saville, said that he expects to see significant growth for Sparkle Girlz now that it is under Zuru's direction.

"After 49 years in the toy industry I am delighted to see this exciting progression of the Sparkle Girlz brand. I know the brand will grow phenomenally with Zuru behind it.”

The Sparkle Girlz product range includes themed fairy and princess dolls, hair styling unicorns, baby dolls, play sets as well as surprise collectibles.

The brand is also recognised for its cone packaging, which eliminated the use of single-use plastic.  

The announcement was made on 24 January.

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