November 25, 2005  

Newmarket, Ontario - November 25, 2005 - Christmas is still a month away, but the early indicators are showing that for the young ladies, the "Hot Pick" this Christmas is the Maplelea Girls. Avonlea Traditions, the Newmarket Ontario company responsible for creating the products behind the Maplelea phenomena, reports that business is up 368% this year!

So what is this phenomenon you ask? Quite simply, the Maplelea Girls are dolls. That's right, dolls. Designed for girls aged six to twelve, they're much different than the mass-market variety of "glamour" dolls or the ones born in a patch many years ago. Maplelea seems to have a whole lot to offer our young citizens. Each of the four doll characters hails from a different part of Canada and in the 64-page journal that accompanies her, we learn about her family and friends, her adventures, her interests and the part of Canada she calls home. Though each character is very different, there are some things they all have in common. They are all bright, caring, energetic girls who share the belief that Canada is one terrific country. They are up-beat, positive role models that are both an inspiration to, and a reflection of, Canadian girls from coast to coast.

According to Kathryn Gallagher Morton, president and owner of Avonlea Traditions Inc., the popularity of the Maplelea Girls can be attributed to a number of things, "primarily the readiness of Canadian girls to embrace a doll that is truly their own." she continues, "This, combined with the fact that Maplelea isn't just a doll that girls want, it's a doll that parents want their girls to have, makes this a popular item for both gift recipients as well as gift givers."

Perhaps this is the reason for this over-whelming success, or perhaps it's because Maplelea has been voted one of the Top 15 Toys for three consecutive years, or because our daughters are more patriotic than we had initially thought. Perhaps it is because parents are tired of dolls that encourage their daughters to act and dress older than they are. Perhaps it's because the Maplelea characters could be, and do feel like, friends. Perhaps it's due to one or all of these reasons, or perhaps it's just because Maplelea is a wonderfully simple yet compelling toy that has captured the hearts of girls right across Canada.

Don't go looking for these dolls in major retailers. They are sold almost exclusively on-line or by mail-order. From Victoria to St. John's, from Whitehorse to Winnipeg, orders are pouring into Avonlea Traditions' Newmarket office. It looks like this Christmas, Canadian girls want Canadian dolls.

For more information about the Maplelea play system, please visit www.maplelea.com or contact Avonlea Traditions at 1-800-668-4339.

About Avonlea Traditions Inc.:

The Maplelea Girls line is devoted to making a difference in the lives of Canadian girls by providing dolls and activity products that promote age-appropriate creative play, healthy active lifestyles, and a knowledge and pride of the country we live in. Avonlea Traditions Inc. is a Canadian owned and operated company based in Newmarket Ontario. Founded in 1988, the company is the world's largest distributor of products based on Canada's famous storybook heroine, Anne of Green Gables' and markets a host of other doll and collectible brands including Royal Canadian Mounted Police, MapleNorth Dolls of Canada, Musik Miniatures, Celebrations!, and now, Maplelea Girls.

Maplelea Girls, Canadian Girl, Passions & Pursuits, MapleNorth Dolls of Canada, Musik Miniatures and Celebrations! are trademarks of Avonlea Traditions Inc.

R.C.M.P. items are official products under license from the Mounted Police Foundation.

Anne of Green Gables is a trademark and Canadian official mark of the Anne of Green Gables Licensing Authority Inc., Charlottetown, Prince Edward Island, used under license by Avonlea Traditions Inc.

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