The dolls would continue to be sold exclusively in Brazil until the brand's 2018 reboot. The brand dwindled, eventually only being sold in Brazil. but remained available in Europe and South America. In 2012, Polly Pocket toys were discontinued in the U.S. It also introduced the Cutants, which are non-articulated figures of hybrid animals. Mattel relaunched Polly Pocket in 2010 by making further changes to the dolls, including increasing feet size, head size, and leg size, although the height remains approximately the same.

Consumer Product Safety Commission (CPSC), the use of magnets in children's toys - and particularly the inclusion of two or more magnetic parts in such toys - has resulted in many significant injuries in children, and has been repeatedly flagged as hazardous by the commission, who have sued many companies over such toys and announced many recalls. Affected toys had been sold around the world for three years prior. On November 22, 2006, 4.4 million Polly Pocket playsets were recalled by Mattel after children in the United States swallowed loose magnetic parts. Instead of having rubbery clothes, the dolls had plastic clothes that would click together by magnets. In 2004, Mattel introduced the Polly Pocket 'Quik Clik' line. In 2002, Mattel stopped producing the smaller Polly Pocket playset range but continued to produce the larger fashion doll. Like the Barbie and Bratz brands, Polly Pocket has also expanded into a media franchise, consisting of DVD-exclusive animated films, books and a website, with the latter currently a section of/under the larger Mattel website. There are also some boy dolls (Rick, Steven, etc.). They gave a new spin on fashion dolls instead of traditional cloth clothing, Polly Pockets used unique 'Polly Stretch' garments, created by Genie Toys, rubbery plastic clothes that could be put on the dolls and removed. The following year, Mattel also introduced 'Fashion Polly!,' which used the same characters from the new Polly Pocket (Polly, Lea, Shani, Lila, etc.), but they came in the form of 3 + 3⁄ 4 inches (9.5 cm) plastic jointed dolls. She had a straight ponytail, rather than the curly bob hairstyle used previously. The new doll was larger, with a more lifelike appearance than the original dolls. A collection of rubber clothing and larger dolls produced in the late 1990s and early 2000s. Because the dolls were so small, sometimes they came enclosed in pendants or large rings instead of the more typical playset cases. This was particularly useful for moving points in the case. The dolls folded in the middle, like the case, and had circular bases which slotted into holes in the case interior, allowing them to stand securely at particular points in the house.

The original Polly Pocket toys were plastic cases that opened to form a dollhouse or other playset with Polly Pocket figurines less than an inch tall. The sets made by Bluebird Toys are now valuable collectables. In 1998, while production lulled/slowed down, Bluebird Toys endured multiple hostile takeover attempts until Mattel finally purchased both the brand and Bluebird Toys later that year. Mattel held a distribution arrangement with Bluebird Toys for Polly Pocket items in the early 1990s. Bluebird Toys of Swindon, England, licensed the concept and the first Polly Pocket toys appeared in stores in 1989. Using a makeup powder compact, he fashioned a small house for the tiny doll. Polly Pocket was first designed by Chris Wiggs in 1983 for his daughter Kate. Polly Pocket is a toy line of dolls and accessories first founded and designed by Chris Wiggs in 1983 and licensed by Bluebird Toys from 1989 until both entities/properties were acquired by Mattel in 1998.

Polly pocket playsets 1999