Recession hits 50-year-old Barbie but not Lego, other heritage brands
London:While Barbie is celebrating her 50th birthday this year, the sales of the popular doll are on a decline in
the UK. Barbie sales are thought to have slumped 35 percent as it is facing rejection
in playrooms around the country. Confidential industry data has indicated that
UK sales of Barbie slumped 42 percent this year as old favourites such as Lego
and newer franchise the Sylvanian Families stormed ahead, up 20 percent and 40
percent respectively. Experts argued that the decline of the famous doll was due
to the straitened economic times. Elaine Whiteman, toys and books buyer at John
Lewis, said heritage brands such as Lego, Playmobil, Meccano and Sylvanian
Families
had led the field this Christmas. "If people have got less money to spend they
buy something that offers value for money and can be passed down to the next
generation,"
the Guardian quoted her as saying. "There has been a move away from glitz and
bling in the recession. When there is financial uncertainty, that doesn't marry
well with the Hollywood lifestyle that Barbies and Bratz dolls represent," said
Peter Brown, chief executive of Sylvanian Families manufacturer Flair Leisure.
This year to date, UK sales at Barbie owner Mattel are down 26 percent as the
popularity of new ranges such as Rainforest has helped offset declining doll sales,
according to market research group NPD. NPD tracks the toy sales of retailers
including Argos , Tesco and The Entertainer. Mattel celebrated Barbie's 50th by
giving the pneumatic blonde a new look, complete with thinner jaw line,
almond-shaped
eyes and fuller lips. It also teamed up with designer Christian Louboutin to create
a limited-edition doll, which, at 100 pounds, comes with four pairs of his famous
red-soled shoes. A spokeswoman for Mattel said that NPD figures did not cover
the independent toyshops but she accepted that the doll was finding middle age
tough. "A lot of the decline is down to Woolworths which had 40pc of the fashion
doll market. That's a big hole to fill but it's always a bit cyclical in this
market," said the spokesman.
