Kids deliver unpleasant surprise to Mattel

|By:, SA News Editor

Mattel (MAT) was hit by lower sales of core brands such as Barbie, Hot Wheels, and Fisher-Price in Q4.

Lower store traffic at toy chains such as Toys "R" Us had a discernible impact on sales.

American Girls toys and Disney Princess items sold well during the period, but it wasn't enough to make up for the widespread sluggishness across other brands.

Though diminishing store traffic was a factor for Mattel during the holiday season, the ongoing shift to electronics and mobile devices at younger ages points to a larger demand issue for the toy maker.

MAT -10.6% premarket.