Top Doll Brands: Unveiling the Most Enchanting and Beloved Creations

Dolls have been cherished companions for children and collectors alike, and the market offers a wide array of brands known for their quality, creativity, and craftsmanship. When it comes to selecting the best doll brands, names like Mattel, Hasbro, and American Girl often top the list, each bringing unique features and styles to the table. These brands, among others, have consistently delivered products that cater to various tastes and age groups, ensuring there's something for everyone. Curious to explore more about these top doll brands and find the perfect one for your needs? Read on to discover a detailed breakdown of what each has to offer.

Illustration of dolls

Best brands of dolls in 2025

American Girl

American Girl is a renowned brand in the toy industry, particularly celebrated for its high-quality dolls and engaging storytelling. With a brand awareness of 71% among toys and baby online shop users in the United States, American Girl has established a strong presence, with 24% of these users actively using the brand. Since its founding in 1986, American Girl has sold over 36 million dolls and 162 million books, reflecting its significant impact on children's entertainment and education. The brand's commitment to inclusion and educational value has earned it numerous awards and a loyal customer base, with 83% of users showing loyalty to the brand. Despite a 9% decline in full-year sales to $207.2 million in 2023, American Girl remains a beloved and influential brand in the toy market.

Barbie

The Barbie brand, owned by Mattel, is one of the most successful and recognizable doll producers globally, with over 1 billion Barbie dolls sold since its inception in 1959. In the first quarter of 2024, Barbie's gross sales reached USD 455 million, a 5% increase from the same period in 2023, with North America accounting for nearly 48% of the total global sales. The brand boasts a 99% global brand awareness and sells its products in over 150 countries. Barbie's YouTube channel has over 10 million subscribers, and the brand has partnered with more than 75 designers and influencers each year. In 2023, Barbie's gross sales amounted to $1.54 billion, highlighting its enduring popularity. For more details, visit the Barbie fast facts page.

L.O.L. Surprise!

L.O.L. Surprise by MGA Entertainment is a phenomenal success in the toy industry, having sold over 800 million units and generating roughly $4 billion in revenue from dolls and accessories as of 2019. The brand has consistently topped sales charts, ranking as the #1 doll in the U.S. and international markets, including Belgium and France, according to The NPD Group. Since its debut in December 2016, L.O.L. Surprise has been a top-selling toy, with sales contributing to a 52% increase in MGA Entertainment's market value in April 2017. The dolls have also dominated online platforms, with unboxing videos garnering 44 million combined views on YouTube. L.O.L. Surprise has been named the "Toy of the Year" for three consecutive years, solidifying its position as a leader in the toy market. For more details about the brand, visit the official L.O.L. Surprise page.

Our Generation

Our Generation is a notable brand in the doll market, offering a wide range of dolls, furniture, and accessories that cater to children's imaginative play. While specific market share data for Our Generation is not provided, the brand is part of a larger doll market that saw significant growth, such as the 42% year-over-year growth in the doll collectibles market in 2023. The global doll market itself was valued at USD 12,570 million in 2023 and is forecasted to grow to USD 19,600 million by 2030 with a CAGR of 6.6%. Our Generation's products contribute to this growing market, appealing to children and collectors alike. The brand's focus on imaginative play and diverse product offerings makes it a popular choice among parents and children. Find more details about their range on the Our Generation website.

Monster High

Monster High, launched by Mattel in 2010, has emerged as a highly successful doll franchise, driven by its unique concept of teenage children of famous monsters. The brand saw a significant 56% increase in sales in the first quarter of 2013, contributing to a quadrupling of Mattel's net income. By its third year, Monster High had generated over $1 billion in revenue, with annual sales exceeding $500 million, making it the second best-selling doll brand in North America. The franchise includes a wide range of products such as dolls, web series, TV specials, video games, and novels. Despite a brief discontinuation in 2018, Monster High made a comeback in 2020 with new premium-priced collector dolls. For more information, visit Mattel's Monster High page.

Bratz

The Bratz brand, introduced by MGA Entertainment in 2001, quickly rose to prominence as a major competitor to Mattel's Barbie, capturing about 40% of the fashion-doll market by 2006 and surpassing Barbie in sales that year. The brand achieved significant success, with global sales reaching $2 billion by 2005 and selling over 125 million products worldwide in the first five years. Bratz dolls were praised for their diverse and ethnic representations, including the initial release of dolls such as Yasmin, Cloe, Jade, and Sasha. The brand expanded into various spin-offs, including Bratz Kidz, Bratz Boyz, and Bratz Babyz, and also ventured into media with TV series, web series, and a live-action film. Despite controversies over their stylized proportions and fashion-forward clothing, Bratz dolls remained popular and influential. You can find more detailed information about Bratz on their Wikipedia page.

Baby Alive

Baby Alive, a renowned brand under Hasbro, is a leading producer of realistic and interactive baby dolls that simulate real-life baby experiences. These dolls are designed to eat, drink, and even produce mock waste, making them highly engaging for children. The brand has seen significant growth, contributing to the overall baby doll market, which was valued at USD 6.36 billion in 2021 and is expected to grow at a CAGR of 9.2% until 2030. Baby Alive dolls are popular globally, especially in regions like North America, where Hasbro holds a substantial market share. The brand's innovative approach to doll manufacturing has made it a favorite among parents and children alike.

Disney Princess

The Disney Princess brand is a prominent player in the doll market, offering a wide range of dolls, fashionable clothing, and aspirational accessories that capture the essence of beloved Disney characters. This brand, managed by companies like JAKKS Pacific, Inc., has a significant presence in the market, with products such as the "My Friend" doll series and the "Playdate Collection" that are popular among children. While specific market share percentages for Disney Princess dolls are not provided, they are part of a larger dolls and stuffed toys market that generated $22 billion in revenue worldwide in 2024 and is projected to grow at a CAGR of 2.79% from 2024 to 2029. The brand's popularity is also reflected in its inclusion among the top toy properties of 2023, alongside other notable brands like Barbie and LEGO. Disney Princess dolls are known for their quality and appeal, making them a favorite among both children and collectors.

Madame Alexander

Madame Alexander is a pioneering brand in the doll industry, founded by Beatrice Alexander in 1923, known for its high-quality, collectible dolls that have been delighting children and collectors for nearly a century. The company has produced over 21 million dolls in 4,000 styles since its inception and is renowned for its innovative use of materials, such as sawdust, glue, and resins, and later hard plastic and vinyl. Madame Alexander dolls are celebrated for their detailed craftsmanship, with features like hand-painted faces and realistic clothing, making them valuable collectibles that can sell for up to $20,000 for rare models. The brand has also been a leader in creating dolls based on licensed characters and historical figures, including Scarlett O'Hara and Queen Elizabeth II. Today, the company continues to produce 1 million dolls annually in 150 styles.

Corolle

Corolle, a French company based in the Loire Valley, has been a leading producer of high-quality dolls since its founding in 1979. Known for their soft-bodied dolls, baby dolls, and extensive range of doll accessories, Corolle products are sold in over 20 countries worldwide. The brand is renowned for its life-like designs, distinctive vanilla scent, and commitment to safety, exceeding all voluntary and mandatory safety standards. Corolle's innovative products, such as the Calin and Ma Corolle lines, have earned several awards, including the French "J D'or" and "Les Cocoricos du jouet" awards. Their dolls are designed to promote imaginative play and cultural diversity, ensuring every child can find a doll they can identify with.