# MGA Zapf Creation GmbH

MGA Zapf Creation GmbH, officially trading as Zapf Creation, is a toy company based in Rödental, Germany, which specializes in the manufacture of multi-functional baby dolls. A subsidiary of American toymaker MGA Entertainment, Zapf's franchises have become popular around the world; among its successful creations are Maggie Raggies, Baby Born, Baby Annabell, Kool Kenzie and Chou Chou.

## History
### Foundation and growth before the turn of the millennium

Zapf Creation was founded in 1932 by Max and Rosa Zapf as Max Zapf Puppenfabrik. During World War II, doll production faced significant disruptions due to material shortages.
In 1958, Willi Zapf, the son of the company founders, and his wife Brigitte Zapf took over the company. Subsequently, they started the expansion of operations throughout Europe. Two years later, Max Zapf Puppen- und Spielwarenfabrik GmbH (Max Zapf Doll and Toy Factory) was established. With the opening of the factory, Zapf began plastic doll production to replace the use of cellulose. Zapf also sold inflatable and swimming articles at this time.
In 1980, production was moved abroad, later expanding into East Asia and commencing production in China in 1992. In 1991, the Baby Born brand was introduced, and Zapf Creation (H.K.) Ltd. was founded in Hong Kong as a subsidiary.
In 1992, MM Industrie Beteiligungs GmbH Munich acquired a majority stake in Zapf through its parent company Triumph Adler Spiel- und Freizeit Holding GmbH. The following year, a sales office was established in Spain, while Zapf dolls entered the US market in 1995. Willi Zapf left the company in 1997. In 1998, the electric functional doll Baby Annabell was introduced to the market.

### Initial public offering and delisting

In 1999, the GmbH was converted into the stock corporation Zapf Creation AG and subsequently listed on the SMAX on April 26, 1999. Within the following year, subsidiaries were established in the United Kingdom (Zapf Creation (UK) Ltd.) and France (Zapf Creation (France) S.A.R.L.). Further subsidiaries in Australia, Italy and the Czech Republic followed, leading to the company's promotion to the MDAX in December 2001. The Spanish branch was also restructured into a subsidiary in 2002, and in 2003, a subsidiary was established in Poland.
Due to financial losses, the sales branch in the United States was closed in 2006. Furthermore, due to the 2007–2008 financial crisis, Zapf encountered difficulties in extending its loans. Ultimately, shareholder loans from the main shareholder, MGA Entertainment, a US-based toy group, ensured the continuation. These loans were successively converted into equity in 2008. At that time, 66 percent of the shares were owned by MGA, or by its CEO, Isaac Larian, through various foundations.
Early in 2013, Larian reduced his shares in Zapf to between 25 and 50 percent. Following a loss of over half of the company's capital stock, the company's annual general meeting on July 3, 2013, sanctioned a capital reduction, merging shares in a 3:1 ratio. In October 2018, the company decided to delist from the Baden-Württemberg Stock Exchange. The share has been unlisted since then.

### Renewed growth

Starting in 2003, the Kenzie’s business developed positively again, except for the UK. This development was mainly achieved by streamlining the product range. In addition, the company's major shareholder, Larian, promoted innovations within the company and focused business operations on the German and UK markets.
In October 2023, it was announced that Zapf would merge with longtime partner MGA Entertainment. The deal closed at the end of July 2024, and Zapf Creation AG was renamed to MGA Zapf Creation GmbH in July 2024.

## Company

Zapf Creation consists of the holding company Zapf Creation AG and its subsidiaries. These subsidiaries are responsible for the marketing and distribution of the dolls. For this purpose, Zapf Creation maintains subsidiaries in the UK, Hong Kong and Spain (2022). Additionally, since 2007, Zapf Creation has a strategic cooperation with the US toy manufacturer MGA Entertainment, Inc., based in Chatsworth, California.
Zapf Creation AG is based in Rödental, near Coburg, Germany. It develops, manufactures and sells multi-functional dolls in 65 countries worldwide. The products are primarily aimed at girls between the ages of two and eight. The company's two most known product lines are Baby Born and Baby Annabell; these doll models generate 90 percent of sales. In 2022, Zapf Creation AG generated revenues of €58.52 million and employed 123 people.

## Products

Most of the Zapf Creation products are baby and toddler dolls, occasionally used as instructional toys to teach necessary skills to future parents. The most prominent lines include Baby Born, Baby Annabell, and Chou Chou.
In addition, there is a "Baby Born App" developed by Zapf and Blue Ocean Entertainment, in which users can play mini-games in a dollhouse. Since July 2013, Zapf has also been broadcasting an animated series titled "Baby Born: The Animated Series" on the video platform YouTube and the channel Kidoodle.TV. The series was developed in collaboration with MGA Entertainment and was first broadcast in January 2014.

### Baby Born

Baby Born (introduced in 1991) is often considered to be the most lifelike of the series due to the numerous functions that the doll can perform. These include crying, urinating, using a potty and being quietened by a pacifier which makes the doll's eyes shut in later versions. All these actions can be performed without the use of batteries, which makes it possible to bathe the doll. The most recent version includes nine functions and eleven accessories.
Varieties of this model include boy and girl as well as three different skin tones and ages, while each doll is anatomically correct and has its own color and style of hair and skin.
* 1991 model, the original model: The eyes are in a squinting position and do not close. The doll cries when the right arm is pressed and squeaks when the left arm is pressed; it is not waterproof.
* 2004 model, the first version of the doll that can be bathed: The doll comes with a duck toy and a duck-themed outfit to represent the new feature.
* 2006 model "Magic Eyes": The first version to include functional eyes which close when the dummy is placed in the doll's mouth. This is also the first version available as a boy.
* 2008 model "Magic Potty": This version is similar to the previous model but includes a potty that makes sounds when the button is pressed. The doll no longer has a squeaker inside its left arm.
* 2009 model "Magic Feeding": This version includes an ice cream to simulate feeding. The doll's mouth will change color to simulate its face being messy.
* 2011 model: This version comes without the ice cream, but functions the same as previous models.
* 2012 model "Baby Born Interactive": A chip inside the doll detects comparable accessories to prompt reactions.
* 2016 model "Baby Born Interactive": The successor to the 2012 model with similar functionality.
* 2018 model "Soft Touch": This is the first version with a softer body, but the same functionality as previous models. The crying function is moved from the left arm to the top of the chest.
* 2021 model "Magic Eyes": The successor of the 2018 model, with the addition of the magic eyes feature when the magnet-functioning dummy is turned around.

#### Other variants

* Pick Me Up!: A battery-operated doll with touch sensors.
* Talking Baby Born: A trilingual and battery-operated doll that speaks English, Spanish and French.
* Sister and Brother: These dolls are larger than the standard Baby Born. They can drink water and cry like the original, additionally they have bendable knees and legs that allow them to stand on their own, and are equipped with combs for their hair. Sister also comes with accessories for her hair.
* Mommy, Make Me Better!: A re-release of the Chou Chou product of the same name under the Baby Born brand. Sold in North America by MGA Entertainment.
* Little Girl and Little Boy: Smaller versions of the standard Baby Born doll with six lifelike functions. They are not the same as the My Little Baby Born dolls, as they are fully functional.

### My Little Baby Born

My Little Baby Born are smaller versions of the regular Baby Born doll with similar functionality, aimed at younger children:
* My Little Baby Born: A doll without the functions of the bigger Baby Born, produced as a cheap alternative for young children. This is the original doll of this line.
* I Can Swim: A battery-operated doll with a special sensor that can swim around when placed in water.
* Splashing Baby: Splashes around when placed in shallow water. Additionally, Splashing Baby can move its head.
* First Love: A softer version of the regular My Little Baby Born doll.
* Hold My Hands: The doll sings a lullaby when its hands are pressed.
* Interactive Twins: Interactive Twins come as separate dolls that interact with each other.
* Bathing Fun/Bathing Baby: A softer version of the regular My Little Baby Born doll made for bathing.
* Nappy Time: The doll can use the potty and kicks its legs when feeling upset or happy.
* Walks: A battery-operated doll that walks and makes a number of sounds in response to the sound of its rattle. This doll, unlike other Zapf products, is made out of hard plastic and functions more like a robot.

### Baby Annabell

Baby Annabell (introduced in 1998) is perhaps the most famous of Zapf's products. Baby Annabell is a battery-operated doll that comes with a variety of accessories and an additional product line including supplementary articles, outfits, and pieces of furniture. Unlike Baby Born, Baby Annabell's body is made out of soft, plush-like material that contains the doll's battery box. The main function performed by the newer dolls (Version 3 or newer) is to drink water, which can be released in the form of tears or urination. This doll could be classed as a "modern autonomous doll". Older versions of the doll were also able to recognize sounds (e.g., a rattle or the owner's voice) and will cry in response to noise when sleeping.
Alike Baby Born, Baby Annabell is available as a girl or boy as well as in two different skin tones:
* Version 1 (1998): The original model of the line which drinks from a bottle, reacts to sounds (e.g., a rattle), and cries when woken up. Unlike later versions, the doll does not yet have any electronics in its head (with its eyes being simple doll eyes that close when the doll is laid down).
* Version 2 "Interactive" (2002): This version adds a motor in its head, allowing for the doll to make realistic sucking motions when sucking on its bottle or dummy and opening and closing its eyes simultaneously. Despite its similarity to Rock A Bye Chou Chou in terms of functionality, it is a completely different doll. This is also the first version to include a darker-skinned version.
* Version 3 (2005): This version is the first to include a water tank in the head, allowing the doll to simulate drinking water and crying tears.
* Version 4 (2007): This doll turns its head in response to sounds and its name. It makes similar sounds to version 3.
* Version 5 (2009): This doll reacts to a sheep toy, which sings lullabies. However, this doll cannot turn its head. The doll features new sounds in addition to the default sounds performed by versions 3 to 4. This is the first version to include a brother model, a brown-eyed doll with a blue outfit, and is the only version to come in a dark-skinned brother variant.
* Version 6 (2011): This doll can move its arms. However, it doesn't include electronics in its head or a water tank, so the doll can't cry tears, drink water, or move its eyes.
* Version 7 (2012): Due to the poor reception of version 6, this doll re-introduces the simulation of crying and drinking water. However, it no longer reacts to sounds. It also features new default sounds.
* Version 8 (2013): Identical to Version 7, with additional accessories.
* Version 9 (2014): This doll can be rocked to sleep, and features the same sounds as previous models.
* Version 10 (2016): This doll simulates urination in a potty when the belly button is pressed with enough water in the doll. While the design of the face has changed, the doll makes the same sounds as the previous three versions.
* Version 11 (2019): This doll can laugh and fart when its belly button is pressed. It can also be bounced on the owner's knee. However, the simulation of urination was removed, and the patting function was moved to a separate button on the back. The doll does not have any electronics in the head and so the eyes will open and close when the doll is laid down. The doll will only cry when held upside down. It comes with new default sounds apart from the dummy response, which is the same as in previous versions. This is also the first version with different personalities and names for the dolls – Annabell for the girl, Alexander for the boy, and Leah for the dark-skinned girl. The clothes of the male line are blue instead of pink.
* Version 12 "Active" (2023): This doll can perform "Baby Yoga" by moving its arms and legs. While it has electronics in its head, it does not include a water tank and so the doll cannot drink real water or cry tears.

#### My First Baby Annabell and other variants

This range of dolls are smaller versions of the Baby Annabell doll made for younger children:
* My First Baby Annabell: While this doll does not run on batteries and doesn't include the main doll's features, it is a good alternative for younger children. This is the original doll of the line.
* Time to Sleep: This doll can be used to practice sleeping patterns. Time To Sleep can sleep, close its eyes and, after a short while, wake up.
* Newborn: A squishy and softer version of My First Baby Annabell made for younger children.
* Baby Moves: This doll can move its arms and legs similar to a real baby.
* Learns to Walk: A re-release of Learn To Walk Chou Chou under the Baby Annabell brand.
* Sister: This doll is the same size as the normal models but works more like My First Baby Annabell.
* Milly Feels Better: This doll is similar to Mummy Make Me Better Chou Chou.
* Baby Fun: This doll resembles the bigger dolls, but has fewer functions.

### Chou Chou

Chou Chou is designed to be very realistic and includes accessories to support role playing for children. Chou Chou is sometimes used to teach young girls, in particular, about various stages of a baby's life including the first tooth and minor ailments, though most dolls are just for playing. This doll comes in a variety of types and has many lifelike functions:
* Baby Chou Chou, Chou Chou and Little Chou Chou (2000): Roleplay babies that don't require batteries. They come in different outfits, alongside a dummy and bear friend. They are also available in multiple skin tones.
* Giggling Chou Chou (2000): This doll laughs when the body is squeezed. Unlike other Zapf dolls, the doll's expression is more in the shape of a grin, akin to the Jolly Dollies range.
* Mini Chou Chou, Sleepy Chou Chou, Petite Chou Chou and Tiny Chou Chou (2000): Small-sized plush dolls that come in many different variants and designs.
* Babbling Chou Chou (2000): Battery-operated doll that cries or laughs when the dummy is taken out of its mouth. As implied by the name, it babbles in its own baby language.
* Rock A Bye Chou Chou (2001): A Chou Chou doll similar to Zapf's Baby Annabell. Chou Chou can be fed its bottle, go to sleep, and cry when woken up. It was named the number one doll in the Duracell Kids' Choice Toy Survey in the US in 2001. This doll is also available with darker skin.
* Love Me Chou Chou (2004): This doll comes in a pink baby cloth with an attached hood. It includes a blanket with the brand's teddy bear mascot on it, a nappy, a bottle with "Magic Milk" and a dummy. The aim of the doll is to teach children a more realistic way of child caring by detecting what the doll needs. Unlike a majority of Zapf dolls, Love Me Chou Chou can kick its legs when upset or happy, and can also open its mouth jaws. The doll can cry, laugh and make slurping sounds when given a drink.
* Talking Chou Chou (2005): This version of Chou Chou can talk. It has sensors that detect compatible accessories (including a Bear that it can talk to). It utters basic phrases in English and Spanish. This doll is also available with darker skin.
* Mummy Make Me Better! (2007): This doll comes in a yellow cap and baby girl outfit. It is capable of becoming unwell, requiring the owner to attend to its needs. The doll's heartbeat can be heard and Chou Chou can be given medicine when it has a fever. Chou Chou makes sounds such as slurping.
* Chou Chou Snuggly Baby (2007): This variant sold in the North American market by MGA Entertainment comes with an electronic necklace that the owner can wear. When the doll cries, the owner can hold it, and the doll can respond by laughing.
* Chou Chou My First Tooth (2007): This doll represents a slightly older baby. When Chou Chou develops a tooth, it cries and the owner has to make it feel better. Chou Chou also makes other baby sounds, such as laughing and slurping.
* Learning Chou Chou (2007): A Chou Chou doll with blonde hair that can speak up to 46 phrases. It comes with a drink, a croissant and a book that it can react to.
* Learn to Walk Chou Chou (2010): This doll can crawl by itself and can be encouraged to walk by holding its hand. Chou Chou can trip up and cry when crawling, but can try again.
* Magic Pacifier (2012): This doll includes an electronic dummy that indicates how the doll is feeling. When Chou Chou cries, the pacifier will tell the owner whether it wants its bottle, has a temperature, or wants to sleep or play. The dummy also displays the current day of the week, as well as the doll's birthday.
* Baby Monitor (2013): Similar to the above doll in functionality, this doll includes an electronic baby monitor that will tell the owner why Chou Chou is crying.
* Baby Buddies: These dolls interact with each other and say different phrases.
* Baby Buddies 2: Further development of baby buddies that say more phrases than the predecessor.

### Other dolls

* Annabell Tween: A line of roleplay dolls comes in various versions with different outfits. They are aimed toward older girls.
* Sam and Sally: These are dolls representing twins. They are quite large at around 63 cm (25 in) each (similar to other dolls of their size), which means that they can either be dressed in the provided outfits or in real baby clothes in sizes for 0–3 months and 3–6 months.
* Baby Lou: A line of dolls from the early-mid 1990's.
* Disney Little Princesses: Based on the Disney Princess brand, this range features various Disney characters depicted in Zapf's traditional doll style. They have poseable arms, legs and heads.
* Heidi: Based on the TV series of the same name, this line includes dolls representing Heidi and her friends. They are made from fabric and plush and can be hand washed.
* Dolly Moda: This line offers clothes for the dolls in different sizes. The clothes can be worn by dolls of different sizes.
* Maggie Raggies: A cloth doll with a flexible wire frame inside.
* Furthermore, Zapf Creation distributed dolls such as "Jolina Ballerina", "Hexe Lilli" (Lilli the Witch) or "Little Sunshine".

## Sustainability

Zapf is a co-founder of the Fair Toys organization, which promotes the responsible and sustainable production of toys. The organization also conducts examinations to ensure that toys are manufactured under equitable and health-conscious working conditions. When this can be substantiated, Fair Toys awards the "Fair Toys Seal" as a recognition of compliance with these standards.
Since spring 2021, Zapf Creation has been gradually converting its product range to plastic-free packaging. All new products are launched in closed boxes which do not include plastic blisters, fasteners, or windows anymore.