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Is Barbie Aging?

Posted on April 18, 2013 by Raksha There have been 0 comments

Barbie Barbie

Mattel came up with their first quarter results for 2013 and it seems like Barbie is aging. It’s no longer their best selling girl brand. The chubby American Girl and the descendants of scary monsters are stealing the limelight.

Mattel mentions that they are very happy with their girl’s portfolio. The big contribution by the American Girl brand has come on back of introduction of “Saige” 2013 girl of the year. An interesting point to note on American Girl is that Mattel sells American Girl and accessories through their own store format.

Monster High is a fashion doll franchise released by Mattel in July 2010. Monster high has done phenomenally well for Mattel. The franchisee is supported by TV Slots, a full fledged website and tons of monster high accessories. Monster High which was launched on Friday, Aug 13 and with a tagline “freaky just got fabulous” has been a star performer right from Day 1. I would say that one of the thoughts behind launching these monsters offspring has been to bridge the generational divide between adult fans of these characters and their kids. Mattel is introducing Monster high series in India with daughters of Frankenstein (Frankie Stein), Dracula (Draculaura) and The Werewolf (Clawdeen Wolf) in April 2013. 

Monster High Dolls

Mattel’s overall net sales are up by 7%. This is despite the fact that most of their core brands have shown de-growth including Barbie, Hot Wheels and Fisher Price. Barbie and Hot Wheels saw an overall negative growth of 2% worldwide.

Fisher price has seen an overall decline of 7% as compared to last year. Still Mattel has seen strength in the friend’s portfolio. The friend’s portfolio is driven by Thomas & Friends, Jake and the Never Land Pirates as well as Fisher-Price Core Little People and Imaginext.
Asia-Pac has been net positive with a growth of 8% in the region. Strong growth has been seen in India and China.


This post was posted in Toy News & Research