Lots of news reports tell us that Mattel is foundering, that their signature doll lines are losing money. I've been thinking about why that is and what they (and other companies) can or should do about it. I realize the odds of anyone in power at those companies seeing this are slim. I just want to get it out there, maybe stir up some conversation about it.
Monster High pushed Barbie off her throne a few years ago. The first time I saw a Monster High doll, I was intrigued. The offspring of classic movie monsters as fashion dolls? And look at the articulation! The striking hair colors and face paint! Detailing on the wardrobe!
They lost their appeal for me, though, upon further inspection. For one thing, I find them way too skinny and their heads are disproportionate. They look like a lemon balanced on a chopstick. I've never been a fan of anime eyes on dolls, either.
As I understand it from Monster High fans, the problem with the line is that product quality has fallen. The Monster High dolls have lost the fantastic detailing. The face paint is suffering - these formerly dynamic personalities are beginning to suffer from Vapid Face. Yet Mattel's prices have remained the same, or even gone up.
Barbie doesn't seem to be suffering from a quality assurance problem so much as a customer feedback one. They introduced different body molds and skin tones and reintroduced the sisters, which gave the line a boost, but then Mattel... sat on their hands. I've yet to see those new body molds on anything but the Fashionistas and the sisters are stagnating while Mattel pushes 200 dollar dollhouses that can spy on you.
The sisters could be a cash cow. They could bring back the "sharing sisters" sets or even just make the sisters individual fashions. I've heard that Skipper will be getting some friends, but Stacie has none. And, oh, the play set potential! Yet all Mattel gives them is yet another horse or dog. Those horses really drive the price up, too.
Articulation was and is a big selling point on most doll lines, but your standard Barbie has very little. The head turns and they move at the hips and shoulders. Why would a parent pay as much for that as for another doll that can bend the elbow and knee? Maybe even wrist and ankle?
All of the popular dolls lines are rooted in friendships. Kids are going to buy the "best friend" or "sweetheart" of the doll they already have. Adult collectors are likely to do the same, for display purposes. Most of the lines are officially set in a High School. Teen Drama sells.
The companies need to get back to basics. Kids want to use their imaginations. Adult collectors want stunning detail work, and not in a motherboard. Parents want a good value. Stop with the amazing technology and just give us, you know, dolls.
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