That 70's Doll is Back! Checkerboard Toys/Dawn dolls - PRESS RELEASE RE: New York Toy Fair It's a New Dawn for Checkerboard Toys OAK PARK, Ill. - Although this is the first Toy Fair for Checkerboard Toys®, Inc., it is far from the first for the upstart's flagship brand, DAWN® dolls. Dawn and Her World first appeared at New York Toy Fair in 1970 with much fan-fair, including live models, as many toy veterans will remember. "The Most Beautiful Doll in the World"® was an instant hit with buyers. The petite 6½" fashion doll soon captured the imagination of millions of little girls, as well, with her mod style and cool attitude making Dawn and Her Friends a top selling fashion doll line in the US by 1971. Dawn is back and as groovy as ever. The 70's craze is in high gear and many of the looks that made Dawn famous are as "in" today as the were then. Fueled by the nostalgia market (including an active existing Dawn collector base) and the 70's trend, Checkerboard Toys launched a 30th Anniversary Dawn doll for holiday 2000 with great success and has plans for an expanded collector line and a new line for girls in 2001. The beginning of "a new Dawn" is credited to the CEO of Checkerboard Toys, Sharon John. Having been a big Dawn fan as a child and a Vice President at both Mattel and V-Tech toys, Sharon felt the brand had great potential but hadn't seen Dawn "come back" like so many other baby-boomer toys. She explored the opportunity and bought the brand early in 2000. "People still know of and are fond of Dawn when they see her or hear the brand name," states Ms. John, " that brand equity creates instant consumer recognition and, therefore, value. It is undeniable that without the Dawn brand name, we would just be another toy company that makes small dolls, but with it, plus a quality product, we have something very special." New products following on the stylish heels of 30th Anniversary Dawn, are Commemorative Editions of her three best friends, Glori, Angie and Dale. Each of these vintage reproduction dolls features their "original" fashions, and signature rooted eyelashes. One of the coolest aspects is the pop-art packaging with a replica of a vintage box housed in a special display package. Additional new fashions and dolls will also be available for 2001.