Mattel wants to propose more consistent with the real world dolls, but also trying to revive sales down for four years …
(Boursier.com ) – the most famous doll in the world is changing silhouette to fit the real world. Mattel announced the launch of its new models of Barbie, in “round”, “small” or “large”, away from the lanky version launched 57 years ago … Mattel will now offer seven skin colors, 22 colors eyes, and multiple haircuts. “We are delighted to totally change the face of the brand,” said Evelyn Mazzocco, senior vice president and general manager of the brand.
“These new dolls represent a line that is more representative of the world that girls observe around them. The variety of body types, skin colors and style will allow them to find a doll that speaks to them. “
Increased competition, declining sales
“We believe we have a responsibility vis-à-vis girls and parents to reflect a broader vision of beauty,” she continues, while the doll, which presents measurements that not human, was very long criticized for imposing a “diktat” aesthetic from an early age. But Mattel must also face sales decline in four years.
The latest available figures show a 14% decline in turnover in the third quarter 2015, compared to the same period last year before. Barbie must face the particular success of new dolls, like “Snow Queen”, which recovered the Hasbro license in December …
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