It was
thought that Maxie was Jem's replacement, Hasbro's
cure to the lack of sales from Jem. Come to find
out that statement is not true at all. Hasbro
planned on releasing both Jem and Maxie in 1988.
Hasbro was going to compete with itself.
Maxie was brought in by outside investors who
had their own staff develop the line. Hasbro prototyped
the dolls and fashions and then produced the line.
Except for the use of some Jem’s fabrics
and accessories, Jem had very little to do with
Maxie’s development.
Maxie seems to have come before Sindy, as Hasbro
was still trying to aquire the rights to Sindy
after Hasbro started prototyping Maxie.
Maxie was going to have a band in the fall 1990,
but Hasbro canceled Maxie before the dolls hit
the stores. This Maxie band would have featured
Jem instruments in new colors.
Rockin'
Pretty Maxie 1990 (unproduced)
Here
are some Maxie doll faces ... these dolls are much closer
to Jem's molds then the Starlight Girls' molds. Notice
the make-up, though it is not as extreme, most of the
make-up is two color and patterned similar to Jem's...also
the eye and use of color are very Jem like.
Some
of the same material and accessories where used in the
Maxie line.
These are Sun Splash Simone's glass
... they are the same style as Jem/Jerrica's glasses
Hair Ties - 2
from Rock'n Curl Jem
vs. 3 Mix'n Match accessories. The same fabric
in different colors.
Earrings - Raya and Rockin' Curl
Jem
vs. Sun Splash Simone (not the same color, scan
makes them look closer in color) and Hula Hoop Maxie
Bracelets - Rock'n Curl Jem and
Clash
vs. 3 Mix'n Match accessories
These earrings are from the Mix'n
Match accessories, but they look like they should
be for the Misfits.
Maxie's Friends: Carly also has these style of earrings
lightning bolt earrings.
These Maxie earrings are similar
in style to Jem's earrings.
Pink hearts - Perfect Prom Maxie
Green triangle - Beach Keen Maxie (also in
yellow)
Green, purple, and yellow hearts - Mix'n
Match accessories
There are rumors that some 2nd issue Pizzazz
came with this triangular earring.
Hasbro 1987
US
Annual Report
• • •
These images show the designers working on the new Maxie
doll during 1987.
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Hasbro 1988
US Toy Fair Catalog
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Hasbro 1989
US Toy Fair Catalog
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Hasbro
1990 US Spring Catalog • • •
Maxie was canceled in 1990, so only the Sun Splash dolls
were released.
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• •
• "Free Wheeling Maxie and Bicycle"
and "Skatin' Pretty Maxie" were released as
Sindy dolls in Europe. • • •
