|EL SEGUNDO, Calif. (May 12, 2004) -- Girls choose Barbie(R) again. According to a recent study by The NPD Group, Toying With Video Games, Barbie(R) continues to be one of the top girls' toy and video game properties. According to the survey, Barbie(R) ranked No. 1 in toys with girls ages 5 to 12 and No. 1 in video games with girls ages 5 to 8.
As the only toy property that continues to reign as the top girls' brand in the world, the Barbie(R) brand's list of achievements speaks for itself: not only is the doll sold in 150 countries and has represented more than 90 careers but according to The NPD Group, Barbie(R) outsold the competition two to one throughout 2003. With more than $3.6 billion in annual sales at retail worldwide, Barbie(R) also ranks as the No. 1 girls global entertainment property and girls' Web site, with more than 36 million visits per month.
Children's tastes and loyalties can change on a daily basis, and few toy and video game properties remain consistently desirable. But after more than forty-five years in this competitive business, Barbie(R) continues to rank at the top of girls' play lists.
"The core values of fun, fashion and friends are at the root of the Barbie(R) brand's success," says Tim Kilpin, senior vice president for Girls marketing and design for Mattel. "Those values have remained constant, which is why Barbie(R) continues to connect with girls on a deeper level, with engaging storylines and products that spark creativity and imagination."
SOURCE: Mattel, Inc.