Once again, Mattel sales fall by 9% for the second quarter of 2014. One would think that they have learned enough from the last quarter. The decrease is partly due to the sales performance of Barbie products which is down by 15% compared to last year. This is the biggest decline for Barbie since mid-2009 according to this article.
Even though Mattel tried to improve the sales by giving discounts every now and then, buyers were a lot more wiser! I don't know how buyers feel that the dolls were being offered a certain price and then be offered a lower price after a month or so. If I were the buyer, I would feel like a fool! Why can't they offer the dolls at the lower price right away?
Even at a lower price, the sales did not improve. It is safe to say that the increase in price alone is not the issue. Buyers want certain innovations and a level of quality before they will buy at a given price. The doll community has been filled with a lot of whining regarding the degrading quality of the newer Barbie dolls. A lot has been too tired of whining since the toy company is not really showing any sign that they are attuned to the demands of the adult consumers.
As much as I want to echo the bright ideas the whiny collectors (like me) have been voicing out, I still think it is futile. The ideas have been posted out there. It's not my job to sum it all up for Mattel. Plus, what's in it for me?
What else? A higher price tag for the dolls I want to buy.