Integrity Toys: Reaching the next level

In 1995, listening to his instinct, Mr. Percy Newsum founded Integrity Toys, Inc. in Chesapeake City, Maryland. Noticing the obvious lack of dolls with various ethnic backgrounds in a market filled with blond-haired blue-eyed dolls at the time, Newsum embarked on a mission to provide a product that would exceed the expectations for the price, keeping in mind that its major role would be to give parents access to a product that would help build self-esteem in their children. Many major doll manufacturers have since realized the value of the ethnic toy market and have also started to offer more culturally diverse dolls in their lines.

In 1999, listening to his instinct again, the CEO took a chance and brought then 16-year-old designer Jason Wu on board as Integrity’s first Creative Director. Mr. Wu, alongside a newly appointed design team, created Integrity’s collectible division. Soon after, with the launch of the Fashion Royalty concept, Integrity Toys managed to bring industry standards up to the next level with cutting-edge design esthetic and impeccable quality. This now-established high-end fashion doll collection remains the hottest ticket, with collectors lining up to preorder each new release every year since its beginning in 2002.

In 2005, always seeking to raise the bar further, the team created the Fashion Royalty Voyages Collection and introduced the groundbreaking “Expressive Body,” featuring fifteen points of articulation. This made Integrity the first maker of a truly articulated doll that merged the smooth lines of a fashion doll body with the functional joints of an action figure. An improved version of the Expressive body has since been released, which expended the poseability of the dolls even further. In addition to Fashion Royalty, the design team has also created other lines and celebrity dolls, including FR Nippon, FR Homme, Monsieur Z dolls, the RuPaul doll, and more recently the revamped Gene Marshall collection. In Fall 2007, “Valia”, a new fashion concept, is set to launch.

Today, through the continuing efforts of Mr. Newsum, Wu, and its design team, Integrity Toys has redefined the meaning of quality and is now recognized as one of the top manufacturers of high-end collectibles.

Integrity Toys various products can be found through specialty doll retailers such as FAO Schwarz and others.

For more information on our company, please contact our PR department, CLICK HERE.