"The original Dawn and Her World" The Beginning of Checkerboard Toys

It began with an idea by Sharon John in the late 1990s. Checkerboard issued a statement, which described Sharon's idea ...

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."