PRESS RELEASE

JD WILLIAMS CHALLENGES BARBIE AND SINDY TO LOOK THEIR AGE

Fashion retailer, JD Williams has today issued a challenge to renowned toy manufacturers, Mattel and Pedigree, creators of the much loved Barbie and Sindy dolls.

Playing on the long running rivalry between the two ‘frenemies’, JD Williams has written to both manufacturers urging them to create an updated version of the dolls which accurately reflects their real age. ‘Born’ in 1959 Barbie turned 57 last month, yet amazingly she has not a wrinkle or grey hair in sight. And despite pushing 53 this year, Sindy is looking remarkably youthful for her age too!

Suzi Burns, PR Manager, JD Williams says, “We think it is about time these iconic dolls were given a fresh look based on their actual ages. Entering your fifties is something to be celebrated. Fashion and style has no age limit and we’re certain that Barbie and Sindy will be as glamorous and style conscious now as they were 30 years ago.”

“We await with anticipation the response from Mattel and Pedigree. We wonder who will respond first, and who knows, maybe we could use our expertise and help style them with a bespoke wardrobe,” continues Burns.

In anticipation of hearing from the manufacturers, JD Williams have already envisaged what the real age dolls would look like based on the average height*, weight*, waist circumference*, hip** and bust** measurements of a 45-54 year old (for Sindy) and a 55-64 year old (for Barbie). JD Williams has led the way in challenging an industry obsessed with youth since relaunching in 2014 with Lorraine Kelly as brand ambassador and recently launched a report unveiling that the fashion industry needs to do more for the “forgotten fifties”.

Most recently, it has turned the convention of typical fashion shoots that sees younger models promote clothes to women over 50, by using a crew of fashion experts - all female and all over 50 – in front of and behind the camera to create its SS16 campaign.

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For further information please contact [email protected] or 0207 896 3404

Notes to editors:

*Source: The Health & Social Care Information Centre (Adult Anthropometric Measures, Overweight and Obesity, 2014)

**Based on average UK woman in her 50s

Sindy Barbie Height: 162.8cm Height: 160.9cm Weight: 73.1kg Weight: 72.9kg Waist circumference: 89.1cm Waist circumference: 91.1cm Hips: 103cm Hips: 103cm Bust: 36DD Bust: 36DD

About JD Williams:

• JD Williams has more than 140 years of experience and expertise in fit and fashion. • JD Williams is an online fashion retailer offering fashion that’s stylish, well fitting, comfortable and affordable whatever your age or size • JD Williams offers the UK’s largest choice of womenswear and lingerie with biggest growth in the 50+ market • JD Williams has undergone a re-launch for AW14, based on insight from extensive customer research from its target audience • JD Williams doesn’t adopt a ‘one size fits all’ approach, & instead designs fashion that fits, flatters and feels comfortable to wear • Lorraine Kelly launched her debut fashion collection for SS15, designed by Lorraine for JD Williams.

Overview on the 50+ market:

• Currently the fastest growing part of the UK fashion market - Verdict • The over 50’s contribute £300bn to UK economy annually – Age UK • They account for almost half of UK income and expenditure - Saga • They spend £6.7bn on womenswear and £5.6bn on items for themselves (2013 figures) – Kantar Worldpanel • One third of babies born today are expected to live to 100 - ONS • The UK population is ageing and there will be 900,000 more women over the age of 45 in three years. The trend is forecast to continue and by 2036 there will be 17.7 million over-45s, accounting for 57.5% of the female population – Verdict

About N Brown: N Brown Group is a leading multi-channel specialist fashion fit retailer headquartered in Manchester employing over 3.200 people. The company's strategy has been to focus each of the brands in its portfolio towards niche markets which are poorly served on the high street, such as the plus size and more mature customer segments. The Group has total sales of £818m for year ended Feb 2015, and online sales were 62% of revenue in Q1. Current brands include Simply Be, Jacamo, Fashion World, JD Williams, Marisota, House of Bath, Figleaves and High and Mighty.