BizAnalyst Network: Barbie's Over the Hill, Thanks to Multicultural Bratz

Thursday, February 09, 2006

Barbie's Over the Hill, Thanks to Multicultural Bratz

Barbie's Over the Hill, Thanks to Multicultural Bratz

Two years ago, Barbie and Ken split up, and this morning, Mattel executives announced they have been reunited, but will this joyous reunion help keep the aging toy line competitive with the Bratz?

Bratz is a line of dolls with pouty lips and big heads, manufactured by MGA Entertainment. According to market-research data from the NPD Group, Bratz overtook Barbie in the fashion-doll business in the 2005 holiday season�remarkable for a five-year-old line of dolls, The New York Times reports.

Jim Silver, a toy-industry analyst, says Barbie's troubles (registration required) date back to the introduction of the Bratz dolls whose belly shirts and leggy skirts were quickly adopted by young female fans. Aside from the trendy clothes, these multicultural dolls also reflect a changing world that no longer adheres to the "Barbie-doll standard" of beauty.

Barbie's troubles, however, become more apparent in the numbers. Last year Barbie's sales slid 12.8 percent, to $1.2 billion from $1.4 billion. Without Barbie, the company's sales would have increased 6.7 percent, according to an analysis by the brokerage firm Harris Nesbit.

Isaac Larian, the chief executive of Bratz's parent company, MGA Entertainment, calls Mattel's reunion of Barbie and Ken "stupid publicity."

"Ken is not going to save Barbie," he says, and adds, "It is time for Barbie to retire. I mean, even Michael Jordan retired."

(See also: Barbie vs. Bratz Pack in Battle of the Dolls)

Quote of the Day:

"It is time for Barbie to retire. I mean, even Michael Jordan retired."

�Isaac Larian, chief executive of Bratz's parent company MGA Entertainment, on Mattel's Barbie doll. The New York Times, Feb. 9.