Polly Pocket was rebranded by Gelcomm. Their official website states, "When the spunky, adventurers Polly Pocket™ brand was ready for a fresh new look, we literally jumped at the opportunity. Our role was to bring the new Polly to life with a refreshed logo and a core visual asset library of icons, prints and graphics for use across multiple touch points, from digital to licensing."
An all new product line will be released in summer 2018. The 2018 Polly Pocket toy line was revealed at the New York Toy Fair:
- Polly Pocket Tiny Pocket Places Assortment
- Polly Pocket World Assortment
- Polly Pocket Hidden in Plain Sight Assortment
The 2018 toy line will have a marketing campaign that encourages girls to be "courageous and tenacious in their own lives", like Polly.