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Doll vs. doll

by Guest5293 | 12 years, 8 month(s) ago

According to Mattel, 90 percent of girls between 3-10 own at least one Barbie doll. But like those of many other toys, Barbie sales have lately taken a beating from lackluster holiday shopping, falling 21 percent in the fourth quarter last year when compared to 2007 fourth-quarter earnings.

No doubt the dramatic decrease in sales is due in part to the global economic crisis, but a younger target base for Barbie is also to blame. “For this new generation, Barbie is considered something for the 3- to 6-year-old group,” said toy expert and TODAY contributor Stephanie Oppenheim. “Their market share got smaller as a result of this age compression — Bratz captured that older audience with their ‘teen’ look.”

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Amit bang

Barbie’s main competitor, the doll line known as Bratz, features an edgier, more multicultural look and in-your-face attitude. Bratz dolls came on the scene seven years ago with pouty, painted lips and miniskirts reminiscent of today’s pop starlets, and they’ve grown in popularity among youngsters and tweens. Now a major player in the doll market, Bratz offers a full line of clothing, accessories and more, and was even promoted in a live-action movie in 2007.

Hannah Montana dolls, made by as Jakks Pacific Inc., are another major competitor to Barbie. They are popular thanks to the success of the popular Disney Channel series of the same name starring Miley Cyrus.

It’s not that Barbie is less appealing than before, said Oppenheim, but that Barbies now appeal to younger children. But Mattel disagrees with this theory. “There’s a way to experience and play with the Barbie brand no matter what your age,” said spokesperson Lauren Dougherty.
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