Sunday, February 14, 2010

Mattel just doesn't get it, do they?

Notice anything? No ethnic dolls; more blondes! And Mattel wonders why it's losing to Bratz and Moxie and Liv and....

Above is the promo pic for the lastest wave of Fashionistas - what the hell is Mattel thinking?

No AA doll; no Hispanic doll. No Asian doll - although to be honest, they got rid of those ages ago. (Some thing about "Asians not buying Asian dolls" according to Mattel - Yet Integrity/Fashion Royalty is selling Asian dolls like Kyori and Takeo for $90 bucks a pop, so someone is buying them!) Hell, there's no REDHEADED doll, something I was hoping for!

Does Mattel even go to the stores to see what's selling? At my local Target, the only Fashionistas you can find on the shelves are the blonde ones! The only reason Fashionista Ken sold out is that he is a CUTE boy doll (blondness notwithstanding.) Brunette Sassy and AA Artsy are LONG GONE, and when they manage to get more in, they are the first ones gone.

The Rocawear dolls - all AAs - are also LONG GONE, and not just at Target but at Wal-Mart as well. (Hoping TRU still has the ones I want!)

Now I admit, I live in an ethnically diverse area, but from what I'm hearing on the doll boards, it's not just ethnic collectors collecting them.

I'm no Bratz fan (I only have a few of the Bratz boyz) - but for all the sluttishness of Bratz, they had the market covered. In each release, there was always an AA doll and an a Hispanic doll (at least I'm assuming that's what Yasmin was.) There were also Asian Bratz, maybe not in every release, but in every other one. Every single Bratz wasn't BLONDE either - there were plenty of brunettes to choose from. And the new Liv dolls and Moxie Girl dolls are following suit.

So Mattel's solution for increased competition is make more bland, look-a-like, blonde dolls, only distinguishable by their hairstyles and crappy outfits. And they wondered why they were slaughtered in the marketplace?

Mattel just doesn't get it, do they?

The other day there was news that Barbie was getting a new career in computer science. Normally I'd be overjoyed at the idea of "Geek Chic" Barbie, but what was the picture? Another blonde, blue eyed Barbie wearing too much pink!

And they wonder why Barbie is losing shelf space at the stores?

The world has changed since Barbie debuted in 1959, but apparently it's still 1959 at Mattel.


  1. UGH! I was SHOCKED when I saw this new wave a fashionistas. Are you KIDDING me??? Even less diversity than before? How is that even possible? I mean, these look like the exact same dolls! I doubt they have different skin tones. I mean, what? I'm with you all the way here. What are they thinking? Like you said, Artsy and the SIS dolls are runaway faves-- hell, even the brunette Fashionista became impossible to find, and that was just brown hair. And if they're all going to be tan and blond, couldn't they at least have one with short hair or something? UGH.

    Oh, and I agree about the new computer programmer barbie or whatever she is. I mean, seriously. Pink computer? Pink glasses? What makes her different that any other Barbie? Her tshirt with the binary code and BARBIE SILHOUETTE on it? Please. Get a clue, Mattel.

    The new Fashionista Ken is cute, though. :)

  2. I was a little upset about the Fashionista dolls too, but I saw that they are doing two packs this year also and I believe there is an "ethnic" doll in there. Now I'm not 100% sure if she's just a really tan doll, but she's ethnic looking. But yeah I think there will be two double doll packs this year for the Fashionista line and I think that's where we will find our treasures of non-blonde dolls. Fingers crossed tightly for this one.