Mattel made Barbie a $1 billion-a-year brand and one of the most iconic toys in history. Now Mattel’s crown jewel is facing challenges. After years of dominance, boosted by the blockbuster Barbie movie and a wave of nostalgia, sales are sliding. At the same time, rivals such as Hasbro are pulling ahead in digital gaming, interactive toys, and entertainment franchises.
So what happened? And is this a temporary setback or a sign of deeper trouble for Mattel?
