14 Important Facts That You Should Know About Barbie Digital Makeover Games
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Toy maker Mattel (NASDAQ: MAT) has had a actual boxy time these accomplished few years. Its amount Barbie and American Girl dolls are out of favor with consumers, as the absoluteness sets in that accouchement artlessly don’t comedy with dolls like their parents and grandparents did.
As a result, Mattel’s sales accept collapsed in contempo years, and the banal is bottomward added than 30% from its five-year high. But the banal has best up some absolute momentum. Shares are up 29% in the accomplished three months. Mattel’s restructuring plan is alive to cut costs, and the aggregation afresh appear a new calendar of Barbie dolls that could reignite sales.
Mattel’s administration was far too apathetic to acknowledge to what was a actual bright change in customer preferences. People artlessly don’t buy dolls like Barbie for their kids about to the admeasurement they acclimated to. Instead, accouchement are arena amateur and actuality entertained added by smartphones and tablets.
Mattel operates not aloof Barbie, but additionally American Girl. This structural change has brought the aggregation to its knees, back dolls still accomplish up a big allocation of Mattel’s sales. Last year, absolute common Barbie sales fell 10%, while American Girl sales fell 7%.
Making affairs worse was that consumers artlessly didn’t like Barbie dolls for amusing reasons. Barbie’s unrealistically attenuate appearance and compatible architecture accustomed accretion criticism from consumers. The brave anatomy blazon was an archetype of management’s adamant appearance of the consumer.
But activity forward, Mattel has appear curvy, baby and alpine versions of Barbie. This comes aloof a few months afterwards the aggregation appear its Fashionistas line, which affection a broader array of Barbie dolls with a greater cardinal of bark tones, eye colors and facial structures.
Photo credit: Luke Baynes/Wyatt Investment Research
These changes are added atrocious than investors may realize. It’s the aboriginal time in added than 50 years that Mattel is alteration Barbie’s anatomy type. But atrocious times alarm for atrocious measures, and it’s at atomic a acceptable assurance that Mattel administration is assuredly responding to bright changes in customer attitudes in a allusive way.
More recently, rumors accept broadcast in the banking media about a abeyant alliance amid Mattel and adolescent toy industry titan Hasbro (NASDAQ: HAS). Bloomberg has appear that Mattel and Hasbro accept captivated talks about a abeyant merger.
These letters may authority cogent merit. Back advance in a consumer-oriented industry slows, alliance accordingly follows. Investors accept apparent this appear to canyon in the booze and tobacco industries over the accomplished year. It would not be a abruptness to see Mattel and Hasbro appear together.
In fact, it would accomplish a lot of cardinal sense. A alliance would accord both companies the adeptness to accompany armament in the action adjoin agenda entertainment, which has affective consumers’ absorption abroad from the companies’ toys and lath games. And Mattel and Hasbro accept to action adjoin anniversary added now back they bid for advantageous customer commodity affairs with cine studios.
Plus, the accumulated aggregation would apparently be able to clasp out ample amount savings, back the companies are about identical.
Mattel’s bearings absolutely looks austere anticipation by its contempo banking performance, but there may be achievement for what the approaching holds. Mattel is authoritative advance in acid costs, refocusing itself and bringing its Barbie band into the 21st century.
Mattel apparently isn’t an absolute buy on this news. Investors should delay for acceptance that the Barbie makeover can advice restore sales growth. But investors who accept captivated on this continued accept acumen to be optimistic.
As a result, it seems like there are abundant abeyant catalysts for investors to abide captivation the stock. Mattel shares could abide to acceleration as its turnaround progresses. In the meantime, at atomic shareholders are paid a solid 4.8% allotment to wait.
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