Sindy and Barbie went head-to-head in August 1999, when both manufacturers created large advertising campaigns for the dolls and Sindy was relaunched. The manufacturers updated the dolls' images and revamped them with a "millennium look". Sindy was transformed into a younger-looking doll with "new themes, new friends and a new family, fitting today's environment and in tune with the street-cred concerns of today's young girls", according to Vivid Imaginations' marketing director, Paul Weston, from the company then producing Sindy. Pedigree, which owns the rights to Sindy, licensed the doll to Vivid Imaginations after Hasbro ceased production of the doll. The doll market in the United Kingdom during this time was worth £77 million, with Barbie holding a share of over 75%.