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Mattel launches new Barbie doll for preschoolers

Mattel is offering preschoolers a new age-appropriate Barbie doll that it says is better suited to their needs.

The doll, called “My First Barbie,” was created specifically for children ages three and older, said Lisa McKnight, executive vice president and global head of Barbie and dolls at Mattel. The age range for the original Barbie dolls is for kids ages 3 and up.

“We speak with parents and children almost every day. Interestingly, what came up more and more from parents who grew up with Barbie was that they wanted a Barbie doll that was easier to play with for little hands with less dexterity,” said McKnight.

While the toymaker has introduced My First Barbie branded dolls over the years, this is the first version of the iconic doll for preschoolers.

McKnight said the brand took that insight and started the My First Barbie development process a year ago.

The $20 doll, which is available for purchase starting this month at Walmart, Target, Amazon and other retailers, is noticeably different from the original Barbie.

My First Barbie is larger at 34.29 cm tall, versus 29.21 cm for the standard Barbie doll. It also has a softer body and more articulated arms and legs.

McKnight said the doll’s hands feature a distinct design change. “The hand is closed, so the thumb does not come off. We did this to make it easier for little hands to dress and undress the doll,” she said.

Mattel is releasing the doll in four skin tones and accessorizing with shoes and purses, a summer beach look complete with a sun hat and bathing suit, and other fashions with Velcro closures so kids can change clothes more easily. and bedroom and teatime games.

“This is the first time we’ve created a Barbie tailored for preschoolers,” said McKnight.

First introduced as Barbie Millicent Roberts in 1959, Mattel sold 300,000 Barbie dolls in the first year of its launch. To date, it has sold over a billion dolls worldwide. A measure of Barbie’s enduring popularity: The company says more than 100 Barbie dolls are sold every minute.

Barbie continues to be the dominant doll brand and the #1 doll brand worldwide. It was among the top 5 best-selling toy properties in the first nine months of 2022, according to market research firm NPD. He named Barbie the year’s best-selling global toy property for 2021.

Mattel’s attempt at My First Barbie makes sense, said Jim Silver, a toy industry expert and CEO of Toys, Tots, Pets & More, an industry review website.

“Mattel is successfully filling a void for this age group. They found a way to bring the Barbie doll to an even younger consumer,” said Silver.

“There is very little on the preschool toy market in dolls other than a doll. But younger and younger children are asking for a Barbie, which is for ages 3 and up,” he said. “So this is a great opportunity for Mattel to introduce Barbie even earlier to kids.”

Source: CNN Brasil

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