Integrity Toys celebrated 25 years of success and innovation in 2020. Founded in 1995 by Percy Newsum, Integrity Toys is a family-owned business that has worked over its 25-year history to improve the diversity and artistry of collectible fashion dolls.
“When I began working in the toy industry shortly after immigrating to America, there was an absolute lack of diversity in dollmaking, and big box retailers only provided limited shelf space to toymakers trying to produce a higher-quality product that did not exist at the time,” said Percy Newsum, Founder and Chief Executive Officer of Integrity Toys.
“Through the work of a dedicated, inspired group of friends, family and top designers, each doll is a representation of our company’s standards and commitment to providing the world’s best and most sought-after doll selections. Our diverse, high fashion dolls have gained worldwide popularity and demand because we care about every detail — from every facial expression to exquisite fabrics and stitching — we demand the absolute best from ourselves.”
Using custom sculpts and hand-sewn outfits from top designers including Jason Wu, Integrity Toys has developed popular lines and characters including Fashion Royalty, Poppy Parker, and Victoire Roux with storylines and unique looks that continue to attract collectors. Integrity has also released licensed dolls based such pop-culture icons as “Jem and the Holograms” and “American Horror Story,” as well as classic movies like “Breakfast at Tiffany’s.”
Founding a fashion dynasty
Integrity Toys’ first high-fashion doll collection, Fashion Royalty, was founded and designed by fashion designer Jason Wu and released in 2002. Wu went on to create the Jason Wu collection that incorporated fragrance with his iconic designs before he stepped back from this role to focus on his runway and ready-to-wear fashion lines.
He continues to collaborate on collections and designs with Integrity Toys’ team of dynamic artisans and designers, including Jessy Ayala, David Buttry, Vaughn Sawyer, Chris Stoeckel and Mark Tinkey. With collections like East 59th, which showcases French and American couture fashion of the 1940s and ’50s; Poppy Parker — the 1960s “it” girl model who just moved to the Big Apple; and the ultra-feminine, sexy, and modern Nu.Face line, each designer is intimately involved with the stories, character sculpts and intricate fashion designs of each doll collection.
“The artistry of high-fashion design, with its impeccable attention to detail, vibrant colors, and stunning silhouettes is a timeless escape that excites the hearts and minds of people around the world,” said Wu. “High fashion dolls excite the inner fashionista, artist, seamstress and imagination in those who collect.”
Today, Integrity Toys releases around 75,000 dolls per year and produces limited editions that usually range from 500 to 2,000 units for each product. The company is known for its most popular releases selling out quickly, sometimes within minutes of becoming available. Dedicated collectors join Integrity Toys’ W Club to get first-to-know information and opportunities to get access to exclusive products.
Integrity Toys also hosts an annual convention in October, allowing collectors across the world to connect with other hobbyists in a fun, supportive community where they can meet the designers, share important feedback about the dolls, and get to know the family behind Integrity Toys. While this year’s convention was virtual, fans were still excited to be part of the special event, which had sold out in May.
The company is marking its anniversary year with some of its most fantastic creations to date, with many exciting collaborations in the works. Designers David Buttry and Vaughn Sawyers recently introduced several new looks for fan-favorite Poppy Parker as she enters TV superstardom in the 1970s.