Mattel’s First Quarter Results Include Gross Sales Decline for Top Brands

logo_Mattel logoMattel reported 2014 first quarter financial results, which included a decline in worldwide sales for Barbie, but strength in some of the company’s other girls brands.

For the first quarter, worldwide gross sales for Mattel girls and boys brands were $656.9 million, down 5 percent versus the previous year. This included a decline in worldwide gross sales for the Barbie brand of 14 percent. Worldwide gross sales for Mattel’s other girls brands increased 4 percent on the strength of Disney Princess and Ever After High, partially offset by Monster High. [Read more...]

Mattel Launches Ever After High Globally

Photographer Jeremy Lloyd Stylist Lin CarlsonMattel has launched its newest intellectual property, Ever After High. Based on the everyday lives of the teenage sons and daughters of well-known fairytale legends, Ever After High leverages multiple platforms to reach consumers.

The story of Ever After High takes place at an enchanted boarding school, where Raven Queen, daughter of the Evil Queen, questions her storybook fate of becoming the next Evil Queen. After she questions her own pre-determined destiny, the school becomes divided between those who want what is promised to them, and those who want to write their own storybook endings.

This new tween property is available in 14 countries and will continue to roll-out to more than 30 territories next year. In addition to the initial collection of six fashion dolls, the property is supported by an immersive digital experience including a website, EverAfterHigh.com, global Facebook page, and YouTube channel. The digital ecosystem includes animated webisodes, character bios, games, avatars, and an interactive music video.