- Barbie is still highly critical to the bottom line of Mattel (MAT -1.5%) due to the doll line's gross margin rate of close to 70%, note toy industry analysts.
- The rise of the Frozen princess dolls and a cool reception by younger mothers to the "perfect body" Barbie stereotype have put the brand on the defensive.
- "Toys like Barbie are extremely polarizing with parents. It has become emblematic of a perfect, flawless unachievable body type for girls," warns Liz Gumbinner from Cool Mom Picks.
- Barbie sales have tailed off about 30% from the level of three years ago, but are seen leveling out at $900M per year. A plan to give Barbie a superhero twist is expected to fall more in line with modern tastes. This year's TV movie, Barbie in Princess Power, was a step in the right direction.