US: Cabbage Patch reborn

Dolls' 25th anniversary in September to be celebrated by replicating the original collection.
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Play Along, a division of toy maker Jakks Pacific, is bringing back the iconic Cabbage Patch Kids of 1983 to commemorate the dolls' 25th birthday later this year.

The firm revealed its intentions last week at New York Toy Fair to replicate the orignal collection of dolls, as well as host year-long promotions for the Cabbage Patch brand.

The Kids will sell for around $30 and will roll out in the US this autumn in keepsake packaging with silver-stamped 25th anniversary birth certificates and adoption papers.

It is believed that around 115 million Kids have been adopted since 1983, with Play Along planning to release a million Anniversary Kids this year.

To generate awareness, the firm has worked with Burger King for a special Kids Meal promotion, running until March 9th. Some 16 different Cabbage Patch Kids Minis will be available with the meals.

The Burger King promotion is also running across Europe, Latin America, the Middle East and Asia Pacific.

There is also a tie up with ice-cream maker Carvel.

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