In 1998, the first printed catalogue was released, including a series of stylish 36cm dolls called Las Blanditas. These dolls featured soft bodies, elegant outfits and a delicate vanilla fragrance, which made them popular with children. In 1999, 22cm dolls were introduced, which are still present in the range today with slight changes in clothing. They also developed 60cm baby dolls, mannequin dolls and the first series of dolls with a laughing mechanism. These innovations strengthened Paola Reina's position in the toy market.

In 2001, a pair of 40cm dolls Carlos and Carol were introduced, dressed in fashionable outfits and stylish leather shoes. By 2002, the brand's assortment totalled over 170 products, which signalled its active development. In 2003 Paola Reina expanded its international presence by opening new markets in Israel and Australia. In 2004, the first sets of clothes with hangers as accessories appeared on the shelves of shops, adding variety to the offer.

With each passing year, the company continued to innovate. In 2005, the first 40 cm Nelly mannequin doll with an extrusion-blow moulded body was launched. In 2007, the 32 cm Amiga doll was launched, which is still the best-selling product in this segment.