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South Florida CEO - December 2005

Abuelita Rosa by BABY ABUELITA PRODUCTIONS

Quick Takes
Reliving Childhood
A Miami firm hopes it has hit a moneymaking soft spot with dolls that sing traditional Spanish lullabies - and national toy retailers are taking notice. Baby Abuelita Productions' toys are designed to imitate the look and sound of Latin grandparents.

"We see our doll as... something people not only buy for their kids but for themselves," says psychotherapist Carol Fenster, one of Baby Abuelita's founders. Someone must be buying: since the company's May launch by Fenster and two other South Florida working mothers, stores have sold more than 10,000 of the China-made dolls, which retail for $29.99, and the company has revenues of $360,000, Fenster says.

She adds that South Florida-based customers such as Navarro Discount Pharmacy and La Ideal Baby Store have made multiple reorders. According to Fenster, Abuelita Productions reached an agreement with New Jersey-based Toys R Us to test the market for its dolls in nine Los Angeles stores and eight South Florida stores which target Hispanics. The Puerto Rican division of Wal-Mart also picked the dolls up in early November. - Yeleny Suarez

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