WHAT A DOLL
Byline: Pete Born
Who needs Barbie? Mattel has teamed up with Elizabeth Arden to bring the world a real glamour doll — straight out of the Academy Awards.
Get ready for Elizabeth Taylor, the 11.5-inch collectible doll. Designed as an offbeat promotional item to fuel Arden’s Elizabeth Taylor fragrance business, the figurine is meant to give an accurate portrait of how the actress looked when she stood on the stage at the Oscar ceremonies in March 1970.
Appearing as a presenter for the best motion picture category — an award that went to Midnight Cowboy — Taylor wore an Edith Head dress that night, topped by the famous diamond given to her by then-hubbie Richard Burton. It’s all there, except for the Taylor-Burton diamond, which became a Swarovski crystal pendant hanging around the neck of the doll.
Elizabeth Taylor’s White Diamonds fragrance, a 1991 entry, has been a consistently strong performer during holiday gift-giving periods, according to Mark Scott, senior vice president and general manager of North America in the Parfums International division of Arden. The company will stage a doll promotion in 1,200 to 1,500 department store doors in September, Scott said.
The Taylor doll will be offered as part of a purchase-with-purchase promotion; if a customer buys a 1.7-oz. bottle of White Diamonds eau de toilette for $48.50, they can then get the doll for another $38.
A sales projection was not available, but sources estimate that the doll could generate $6 million in revenue.