By Natalie Mortimer

A management shuffle, increased advertising investment and a revamped Barbie brand image have failed to save Mattel from reporting its eigth consecutive quarterly sales drop for the iconic brand.

The 56-year old doll maker bore the weight of a 14 per cent drop to $302m (down from $352m in 2014) amid increased competition from other toy brands and increasing popularity of technology with young girls.

Mattel, which is in the middle of a turnaround plan, has struggled to revive the doll and is now pinning its hopes on a new advertising campaign which aims to reinforce Barbie’s positive image. The dolls Read full story ›

Source: The Drum