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07.23.13

American Girl Dolls Outsell Barbies

Line accounts for 40 percent of Mattel’s growth.

Say goodbye to the disproportionate Barbie and hello to a wholesome American Girl doll for your daughter. American Girl has overtaken Barbie in sales at Mattel, with Barbie sales decreasing 12 percent last quarter and American Girl soaring 14 percent—and accounting for 40 percent of all Mattel sales. In the second quarter, Mattel was hit with an overall 7 percent decline, brought down by Barbie sales and a $14 million write-down on the Polly Pocket line. Disney Princesses and Monster High dolls were also performing well.