Fifty and Fabulous

MGA's Bratz, launched in 2001, and Hannah Montana, whose Jakks Pacific dolls followed in 2006, have taken a bite out of Mattel's Barbie business, with its toy and related merch sales flat-lining in the last five years. But with a half-century under her snug belt, Barbie doesn't look a day over 25 and the toyco is hoping to juice the doll's US$1.2 billion annual sales by making a play for the tween market through a number of branding and marketing initiatives planned to celebrate her big 5-0.
By
February 17, 2009

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About The Author
Gary Rusak is a freelance writer based in Toronto. He has covered the kids entertainment industry for the last decade with a special interest in licensing, retail and consumer products. You can reach him at garyrusak@gmail.com
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