Amidst all of these changes, evidence suggests that Mattel might be doing well--recovering from their multi-year financial slump. I don't have a lot of data to support this, but the Toys R Us doll section in South Portland is certainly dominated by Mattel these days: there's Barbie, Ever After High, Monster High, My Mini MixieQ, DC Super Hero Girls, Loving Family...and of course the whole American Girl mini-store. The only chink in Mattel's armor seems to be the fact that Hasbro scored the Disney Princess license.
Mattel's dominance doesn't bother me the way it used to. I think this company is starting to make a lot of great changes. While I've all but lost interest in Monster High and Ever After High, I'm very excited about some of American Girl's new releases: the WellieWishers, Melody, Gabriella, Logan, Z and Nanea. The Barbie aisle is more exciting to me now than it's ever been, too, with the brilliantly-articulated Made to Move characters and the diversity of body types and skin tones in the Fashionista line. In fact, the most interesting doll I found at Toys R Us last week is a Barbie doll. This doll is from Mattel's Endless Hair Kingdom collection. She caught my eye because of her size (about 17 inches), her great articulation, and her very long hair:
|Endless Hair Kingdom Barbie, $24.99.|