Magazine article Marketing

Retail News: Barbie Slips off Top Toy List

Magazine article Marketing

Retail News: Barbie Slips off Top Toy List

Article excerpt

Barbie has dropped off the list of the top 10 predicted bestselling Christmas toys for the first time.

Barbie's exit has left the way open in the seasonal toy market for arch-rival Bratz and the relaunched iconic Cabbage Patch Kids dolls.

The list, compiled by the UK's top toy retailers ahead of the crucial Christmas period, which is worth close to pounds 1bn, shows dolls are back in favour. Vivid Imaginations' Bratz and Cabbage Patch Kids, and Mattel's Dora The Explorer licence are all tipped to be bestsellers.

Ben Green, chairman of the Toy Retailers Association (TRA), said it was expecting great demand for dolls ahead of the seasonal period and added that they are dominating the pounds 100m girls market.

Although Barbie has dropped off the list, Green said it was still popular with most girls, adding that the 45-year-old brand caters to a 'broad age group'.

Green insisted retailers were not ruling out Barbie as a strong seller for Christmas, as Mattel is planning high-profile promotional activity for TV, cinema and in-store. …

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