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.
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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.

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