Pocket Squad Girls

Empowering girls to be inclusive


The brand determined to champion a future of inclusive girls – POCKET SQUAD GIRLS

Arming girls with functional pockets full of ‘everyday girl power’, Pocket Squad Girls has developed a practical play-based solution to tackle the alarmingly common occurrences of bullying being faced by girls.

The pocketful of ‘everyday girl power’ comes in the form of a Squad of vibrant pocket-size dolls, each with a unique everyday trait, value, talent or attribute. From adventurous, to kind, creative, sporty, strong or caring, the list of everyday girl powers is diverse and limitless. And the same diversity applies to each dolls’ appearance.

“The Pocket Squad Girls dolls encourage girls to talk with one another about their unique everyday girl powers and learn about them through play” explains Kristy.

“The idea was born when my 6 year old daughter Emme was being excluded in her first year at school. My desire to provide her with something relatable and play-based that could help teach her and other girls how to be inclusive led me to create the Pocket Squad Girls,’ says Kristy.

With 83% of students who bully others online also bullying others in person*, the brand has its sight set on the online world just as much as the offline world. “Our Pocket Squad Girls dolls aim to unite girls in the offline world in their younger years, so that by the time they enter the online world they’re lifting each other up, rather than putting each other down” states Kristy.

But for Kristy, the solution didn’t end with the Pocket Squad Girls dolls. As a Mum, she also acknowledged how important practicality was as part of the concept. “The demand from my daughter to take her Pocket Squad Girl doll with her everywhere made clothes with functional pockets a must-have for her, so that’s exactly what we created.” The functional pockets are just as much a feature as a promise by the brand, with a commitment to functional pockets on every single garment. This includes a design-patented geometric heart-shaped pocket, created exclusively to fit the Pocket Squad Girls dolls.

Designed for girls aged 2 – 10 years, there are 6 dolls and 9 garments in Pocket Squad Girls’ first range launching in October 2019.

About Pocket Squad Girls Pty Ltd
Pocket Squad Girls Pty Ltd is a Melbourne, Australia based start-up focused on developing creative and practical solutions to overcome big challenges. Founded by Kristy Elsworth who is a Degree Qualified Senior Digital & CRM Marketer, Entrepreneur, and Mum of 4. Pocket Squad Girls aims to facilitate generations of confident and inclusive girls united by their pocketful of everyday girl power.


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