What’s Her Face was a line of dolls manufactured and released by Mattel in 2001. Unlike most fashion dolls around this time, these dolls were made to break the bearers between fashion dolls and creative activity toys. Each doll came with a blank face and they also came with markers and stamps, the blank faces were intended to be drawn and designed by the owner. Each doll also came with interchangeable wigs.
The line included 4 characters named Hip, Cool, Sweet and Glam.
Mattel expanded the line in 2002 with the second wave “Head 2 Toe”. This line had the same gimmicks as “Wave 1”, but they had more features like color-change wigs and outfits that were made for stamping.
Gift sets, Spin-off lines, Fashion and Hair packs and a CD-Rom game were also released around the same time.
A third wave named “What’s Her Look” came out in 2003. The dolls in this line had different bodies compared to the first two lines. This line also introduced 4 new characters named Wild, Retro, Chic and Fresh.
Due to What’s Her Face not doing well in the US, Mattel stop releasing What’s Her Face dolls in that country.
The fourth (and final) line from the brand “Fab Faces” was only released in Europe and they appeared at the 2003 New York Toy Fair. The dolls had painted faces, but they came with interchangeable faces and their eyes change color when you press the top of their heads.
After that, Mattel seemed to discontinue What’s Her Face, possibly due to lack of success, Despite positive reception from the public.
The dolls and accessory packs are pretty easy to find online, costing between $4-$89 on Ebay and Amazon. But the dolls from the What’s Her Look and Fab Faces lines are very hard to find and are very expensive.