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Jul22
Sundown for Barbie?
We have discussed toy industry marketing on several occasions—especially the barbie_sunset.jpgdrama surrounding Barbie, America’s former sweetheart. We say former, because according to Business Week, sales of the iconic doll dropped for the 11th consecutive quarter. (Okay, US sales increased slightly, but Barbie is a multi-national brand.) While parent Mattel has a number of hot toy brands, stock performance is still often tied to Barbie’s standing with young girls who are increasingly turning to other pursuits. Despite subtle makeovers and the addition of video games and other related products, the Barbie franchise is fading. Robert Passikoff, president of Brand Keys, a brand strategy company says, “Barbie is never going to be the profitable doll that she once was. The marketplace for toys has changed so dramatically." Passikoff believed Mattel should concentrate on creating the next killer brand for the toy industry. "Barbie’s time has come and gone," says Passikoff. Photo Credit: Mattel

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