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Shake-up at Barbie maker Mattel

Move aims to revitalise toymaker, which has been affected by small upstarts, digital distractions
Wednesday, January 28, 2015 - 05:50

For many years, one of Mattel's core toys, Barbie, who turns 56 this year, has faded in relevance for many girls even as Mattel has issued new models of the doll, carrying a briefcase or driving the latest roadster.

New York

BARBIE and other traditional toys are having a much tougher time supporting their elderly parent Mattel, a toymaker significantly weakened by stiff competition from small upstarts and by digital distractions aimed at children.

On Monday, the company reported that toy sales

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