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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