Monster High dolls offset drop in Barbie sales

Mattel's property helps sales of its 'other girls brands' rise 57 per cent; Barbie falls four per cent.
Author:
Publish date:
11_monster-high-barbie.jpg

Sales of Barbie may have fallen slightly in 2012, but Monster High more than made up for any shortfall. 

Worldwide gross sales for the Barbie brand were down three per cent, while sales for Other Girls Brands were up 57 per cent, primarily driven by Monster High dolls. 

It's likely Mattel's Monster High brand has contributed to the slight drop in Barbie sales, Needham analyst Sean McGowan told Reuters.

"To some extent, Monster High is taking a lot of business from a lot of dolls," McGowan said. "[Barbie] just ran into its own competitor."

Other Mattel girls' properties include Polly.

Equally, sales for the firm's wheels business (Hot Wheels, Matchbox and Tyco R/C brands) were flat, with growth in Hot Wheels offset by decreases in Matchbox. 

Worldwide gross sales for the Mattel Girls & Boys Brands business unit reached $4.19 billion in 2012, a rise of two per cent. 

Sales for Mattel's entertainment business dipped 21 per cent, which Mattel says was driven primarily by decreases in Cars 2.

Find out more about Mattel's full-year 2012 financial results and share price rise here.

Want to receive up to the minute toy industry news straight to your inbox? Click here to sign up for the free ToyNews Daily Digest and Newsflash services. You can also follow ToyNews on Twitter and Facebook.

Related

10_monster-high.jpg

Monster High: Anatomy of a blockbuster toy

Mattel's frighteningly fashionable doll property for tween and teen girls has established itself as a top toy brand in just a few years. Dominic Sacco talks to global brand marketing director PJ Lewis about the science behind the dolls.

Featured Jobs

Copyrights Group

Marketing Manager

The Copyrights Group is one of the licensing arms within The Vivendi Group. Acquired by Vivendi in 2016 Copyrights manages the licensing for a portfolio of properties to include Paddington Bear. Some of the other companies within the Vivendi Group include Universal Music Group, and their licensing arm Bravado, Gameloft and Studiocanal to name a few.