European Alternatives to Barbie

Barbie is a fashion doll from the American toy group Mattel. Many families look for a European alternative, because they prefer a different style of doll, a lower price, or a toy from a European maker. No European brand sells an exact copy of the fashion doll, but several offer figures, dolls and play worlds that cover the same kind of play: dressing up, role play and building a home for the figures.

European brands for doll and figure play

• Playmobil offers jointed figures, including a Dollhouse theme with furniture and accessories for role play.
• HABA makes dolls and the Little Friends figures and play sets, with natural materials and a focus on children's own stories.
• schleich concentrates on animals and fantasy figures, for example horses and the Bayala series, for children who like to build their own worlds.
• LEGO combines building and role play in its Friends line with small figures and houses that children build themselves.

How to choose

For younger children, soft dolls and wooden toys from HABA are often the easier start. Playmobil suits children who like detailed scenes with many accessories, and LEGO suits those who also enjoy building. The figures are generally less fashion-oriented than Barbie, with fewer outfit changes, and a few collector lines exist for older children.

Good to know

All toys sold in the EU must meet the same safety rules, so the brand does not change the legal minimum, and the CE mark is mandatory. See our overview of European toy and game brands for the full list.