True is the name of the rebranded Industry line from Integrity Toys: Tulabelle is here once again

The official Integrity Toys Tulabelle True Instagram page was the vehicle for presenting to the public the rebranded Industry line, now named TRUE Collection. To showcase the rebranding, "Trending" Tulabelle True, a new doll with the 2.0 Tulabelle sculpt was presented, designed by IT Designers David Buttry and Mark Tinkey, who did an Instagram live chat as well. I don’t know why this was not first done for the W Club and then released for the general public (the information, not the doll), since it is made to order. I have lost count of the relaunching efforts for this character since her early 16” days. Let’s see if this time it will strike gold. The revamped line is supposed to incorporate both The Industry and the Dynamite Girls. The body is staying the same and many of collector favourite characters will return.


Item # 88077


Tulabelle True™ Dressed Doll

The TRUE™ Collection

Edition Size: TBD (Made-to-order)

Expected Ship Date: Spring/Summer 2023



Head Sculpt: Tulabelle 2.0

Body Type: Industry/TRUE 1.0

Foot Sculpt: High-heeled

Skin Tone: FR White

Hair Color: Light Blonde

Eyelashes: Yes, Hand-applied

MSRP: $165 + S & H

Special W Club Price*: $150 + S & H

Sales method: This doll is guaranteed made-to-order for 2022 W Club members at the special members-only price with no quantity limits. This means that you can pre-order as many dolls as you'd like.

Non-members will be required to pay a $65 NRD deposit now to pre-order, and a balance of $100 + S & H due in approximately Spring / Summer 2023)


The Story:

For the launch of her new eponymous fashion brand "TRUE" on social media, IT girl Tulabelle True wears some of her favorite pieces from the collection. She and her design team took inspiration from vintage pieces from her family's fashion archive and created modern, inclusive streetwear. Her brand encourages everyone to be "True" to themselves. She's so excited about all the amazing things she's working on, which are sure to be Trending!



  • 12-inch articulated doll with rooted hair and hand-applied eyelashes;

  • Custom beaded bodysuit with long, bouffant sleeves, featuring a built-in beaded choker detail and elaborate flower corsage deco;

  • High-waist pleated shorts;

  • Hoop earrings;

  • Lace-up platform sandals;

  • Wayfarer style eyeglasses;

  • Oversized "jeweled" ring;

  • Oversized heart-shaped ring;

  • Oversized tote bag with custom embroidered art;

  • Pair of regular Industry/TRUE hands;

  • Pair of alternate long-manicured hands;

  • Certificate of authenticity.


Once more, Integrity Toys tries to rebrand/revive/refresh the Industry line. From the time it debuted in a 1/4 scale, through changes in sculpt for its main character (in both scales), to rebranding, poor Tulabelle has been through so much. I was never fond of this sculpt, and t his beautiful new doll did not change my opinion at all. She has a lovely hairstyle and outfit (gorgeous colours). even though the accessories, apart from the bag, are lacking in pizzaz. for a fashion trendsetter.

I do have other characters from Industry (Tate, Bellamy, Cabot, Janay, Plum) and the line is always fun and playful. They will be adding more elements from the Dynamite Girls, but for me, they do not stick to its stronger advantage: pricing. The Dynamite Girls were the low price entry point for Integrity Toys collectors, and now we see the same price that most of its other lines have.

Trending_doll_Tulabelle_True acessories

The end date to preorder the doll is Monday 31st of October, so harry up if you want her. You can get her here.

Some news from the live chat on Instagram by David Buttry and Mark Tinkey:

-The Tulabelle doll just revealed is not a part of the new collection coming

- They didn't recommend taking Tula's hair down as it might not be fully rooted because of the buns.

-Her hair was noted to be saran.

-The new collection will be coming sooner rather than later. It is to be a full collection, not a capsule one. Mark said they are putting the finishing touches on it now.

-They said we will see repeat characters from the Industry line, and some from Dynamite girls as well. We will also see some completely new characters. David mentioned there were some sculpts in the Dynamite girls line that would not be good candidates to transfer over.

-David said Tate lovers don't worry. David also mentioned Alysa/Janay and Jade.

-They mentioned Tulabelle having access to her grandmother's archives, and how that was an inspiration.

-When asked if they would consider fashion packs they said they would not be opposed, but ultimately don't make those decisions.

-The possibility of a Poppy/Tulabelle giftset was not denied.

-The designers, talking about Tulabelle’s mother, said they always saw her as a jet-setting model of the 90's. We might see her somewhere down the line

- When asked about the Tulabelle 1.0 sculpt they said they wouldn't rule out using it again, but they weren't sure if it would be as a totally new character or just another version of Tulabelle, similar to how Jesse uses both versions of Vanessa in the FR line.

- They also said they might consider a character with a bit fuller figure, and would consider using the E59th body, unless people would rather see consistency and the ability to share clothing throughout the line.


IMPORTANT NOTE: Prototypes shown, final product may vary. The acrylic blocks shown are a display prop only and are not included with the doll. This collectible is meant for adult collectors ages 15 and up only.

All photos and information contained herein is copyrighted Integrity Toys, Inc. and Intercap Merchant Partners, LLC 2022 and may not be reprinted or disseminated without express written permission. TRUE and all other character marks followed by ™ or ® are trademarks of Integrity Toys, Inc. Chesapeake City MD USA 21915. All rights reserved.  The W Club is a trademark of Intercap Merchant Partners, LLC. All rights reserved.

Photography by Bill Peck and Shaunessey Smith. Layouts and graphics by Alain Tremblay, Marketing.