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American Girl dolls are dying, and taking Mattel with them

By MarketWatch

For Mattel Inc., nearly everything that could have gone wrong in the third quarter did go wrong, including a stark decline in sales for one of the toy maker’s most iconic brands, American Girl dollsRead full story

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  • Vidya S.
    Vidya S.

    From my recollection, these dolls were expensive. There are much cheaper - and more engaging - alternatives. I would much rather get the books instead.

  • Ian Myers
    Ian MyersFounder at Country House Enterprises

    This is an interesting piece in light of the recent article pointing to a greater desire to connect with physical rather digital goods.

    Intuitively, this makes sense though. With the iPad becoming the tool of choice for beleaguered parents everywhere, from a young age children are learning to explore and imagine with the assistance of digital devices. I wonder if this is actually dulling their ability to generate interactive scenarios with toys (unassisted by a storytelling device).

    Toys take

    This is an interesting piece in light of the recent article pointing to a greater desire to connect with physical rather digital goods.

    Intuitively, this makes sense though. With the iPad becoming the tool of choice for beleaguered parents everywhere, from a young age children are learning to explore and imagine with the assistance of digital devices. I wonder if this is actually dulling their ability to generate interactive scenarios with toys (unassisted by a storytelling device).

    Toys take up space, can be significantly more expensive than an app, and hold children's attention for less time. Sadly, it makes a lot of logical sense to go digital. But, educational sense? Maybe, maybe not.

  • Zachary Lain
    Zachary LainOffice of the CEO at Dow Jones

    The decline of non-electronic toys (and their stores like Toys “R” Us) makes me sad.

  • I am surprised by this. I always thought that this was the sine qua non for girl toys. There may be nothing more unpredictable than children’s taste.

  • Catey Hill
    Catey HillDeputy Editor at Dow Jones - Moneyish

    Don't tell my 3-year-old (or her grandma) this ...

  • Almar Latour
    Almar LatourPublisher at Dow Jones Media

    The cold reality behind toy dolls.

  • What is disappointing here isn’t the sales numbers, it is the response from Mattel. The answer to declining sales on older brands isn’t cost cutting, it is investing in an innovation portfolio that captures the other places that money is going. Parents aren’t spending less, they are spending elsewhere. Time to buy/compete with GoldieBlox!

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