Mattel sales decline for fourth straight quarter


Reuters: The toymaker’s shares fell as much as 6% after the company announced that worldwide sales of Barbie dropped 21% at the end of Q3.

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Reuters: The toymaker’s shares fell as much as 6% after the company announced that worldwide sales of Barbie dropped 21% at the end of Q3.

“Clearly we have work to do as we enter the fourth quarter,” Chief Executive Bryan Stockton said in a statement.

Sales of the iconic dolls have been falling for nearly three years and Mattel’s other dolls such as Monster High and American Girl have failed to make up for Barbie’s fading charm.

In 2009, Barbie held more than a quarter of the market share in the dolls & accessories category in the United States, but that fell to 19.6 percent in 2013.

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