Barbie sales fell 13% in a initial quarter, adding to a most worse than approaching unemployment for Mattel, a world’s largest fondle company.
It was a second uninterrupted entertain of descending sales for a doll, that has been a pivotal partial of a firm’s product operation for roughly 6 decades.
Mattel pronounced sales forsaken by 15.4% to $735m (£574m) for a 3 months to 31 March.
That was a biggest slip given 2009 and brief of a $801m forecast.
Barbie sales had increasing for a initial 9 months of 2016, aided by new selling efforts and a launch of dolls in a range of skin tones and physique shapes.
The pierce was an try to opposite critique that dolls like Barbie set an impractical physique picture for girls.
Mattel pronounced final year a new physique shapes offering girls “choices that are some-more contemplative of a universe they see today”.
Sales of Fisher-Price also fell 9% in a initial entertain of this year.
Mattel was forced to condense prices to pierce unsold batch left over from a Christmas season, that total with diseased initial entertain sales resulted in $113.2m loss.
That was aloft than a $73m for a same duration final year earlier.
Shares in Mattel fell some-more than 6% in after-hours trade in New York, and have sunk by a entertain in a past 12 months.
Margo Georgiadis, who became Mattel arch executive in February, said: “What we didn’t design was a enlarged impact from a leftover sell inventory. It’s radically removed to North America and a few markets in Europe.”
The former boss of Google’s Americas multiplication skeleton to arise some-more tech-enabled toys to go on sale in a subsequent integrate of years, as good as expanding in Asia.
Mattel has been perplexing to increases sales in China by distinguished deals with a likes of online sell hulk Alibaba.
Meanwhile, arch-rival Hasbro has enjoyed fantastic success after winning a rights to sell toys formed on Disney princesses, including Elsa from Frozen, when Mattel’s agreement lapsed final year.
Last month it reported a 52% arise in sales for a girls multiplication in a holiday quarter, promulgation shares to a record high.
Hasbro will post formula for a initial entertain on Monday.