Thursday, October 16, 2014

"More relevant and irreverent" Monster High products in 2015, say Mattel's management

Mattel held its Q3 earnings call this morning, and of course, nothing goes better with morning coffee and a desert sunrise than men droning about why their company is poised for success despite posting disappointing numbers. Good times!
Barbie demands a recount at the Maryvale Walmart.
The headline item, as far as I'm concerned, is better Monster High products in 2015. It came up as virtually an aside, in response to an analyst's question. We can hope for more details in the investor day presentation in two weeks.

A Monster High reset is needed because sales at retailers dropped "in the high teens" during the summer, compared to the prior summer. Eep. It's not like there wasn't new product, but it sure didn't fly off the shelves.

Major retailers were therefore ordering less inventory (Walmart and Target have both struggled with inventory controls, too -- some lines that got widely reviewed on other blogs didn't appear in my local Targets until last week!). This phenomenon sure points to why suddenly MH is in every discount store. Mattel's trying to make up the gap in what it used to sell to the Big Three.

The other major item is that Mattel's losing its Disney license in 2016 and tentatively intends to make up for the loss of Disney princesses with... yet more princess lines of its own.Yup, little girls can't get enough princesses.

Until then, Mattel intends to ride the Frozen pony until it keels over. I will not even be surprised if holiday season 2015/16 brings us Elsa and Anna as anthropomorphized dogs with their own fashion wardrobes. 


  1. If Mattel would just listen to us, they would be fine! Bring back the Barbie articulation, more ethnic dolls and more choices of male dolls. Clothing lines for the kids and more Skipper and Stacie sized friends.

    1. I agree with every one of those suggestions!

      They'd probably still see some declines due to changes in the overall toy industry, but it'd be way less steep.

      I have a Stacie from one of my Goodwill buys (she was with a Liv body I wanted), and she's really cute -- but not articulated, and how on earth do I dress her, other than making the clothes myself?

  2. I agree with Phyllis, Mattel owns such a lot of beautiful face scuplts and they scream for articulation!

  3. I saw a little video about this on Yahoo today and they also included a blurb about how Mattel was being beaten out by Funville's Sparkle Girlz line. As crazy as we all went over their clothing sets, this does not surprise me.

    1. Good! If I were shopping for actual children, I would totally be buying them Sparkle Girlz as the core of playscale civilization.