After 20 years of producing dolls, Pedigree Dolls & Toys, a British company in Exeter, sought to expand its product range to include a trendy fashion doll. American toy manufacturer Mattel offered Pedigree a licence to produce Barbie, which Pedigree declined due to market research showing Barbie was unpopular with British buyers. Instead Pedigree manufactured its own doll based on another American doll, Tammy. With permission from Tammy's manufacturer, the Ideal Toy Company, Pedigree also borrowed Tammy's slogan, "The doll you love to dress". The name "Sindy" was chosen after a street poll where young girls were shown a photo of the doll and asked to choose their favourite name from a list of four. The most popular choice was "Cindy", and the spelling was made more distinctive for trademarking.