Will 'Princess Anna' turn out to suppress Barbie?

At the critical moment when the United States is about to usher in the Christmas business war, the doll toy market has sprung up. The Barbie doll, which is much loved by girls, was originally No. 1 in the doll toy market. This time, Princess Anna of the popular animated film 'Frozen' took the 'throne'. Barbie's manufacturing company and sales performance are now becoming There was a suspense. Once relying on excellent promotion and promotion, Barbie dolls have been fascinating all year round, including Japan, but now they are facing a crisis. Hugo.com learned from a recent report by Japan’s Sankei Shimbun: According to a survey by the National Retail Federation (NRF), in the selection of gifts for daughters, 1 out of 5 guardians in the United States ( About 20%) would choose 'Frozen' peripheral products such as Princess Ann.　　 Barbie has been at the top of the list for the past 11 years, but this year only accounted for 17%, losing to 'Princess Anna' by a narrow margin. Some American analysts believe that 'Frozen' has won the hearts of children, so it is acceptable to win the first place this time.　　The manufacturer of Barbie dolls is Mattel, the world's largest toy company. The Handlers, the founders, designed this toy in 1959 based on the playing daughter. Mattel has sold more than 1 billion copies so far. In Japan, Barbie dolls also have a very stable audience among girls, but in Japan it is also facing competition from the 'Lixiang Dollfeel.　　The worldwide sales volume in the third quarter decreased by 21% compared with the same period, which can be described as a sharp drop. Ironically, it is 'Princess Anna' who rescued Mattel in trouble, because it was Mattel who made the protagonists 'Aisha' and 'Anna' dolls in the movie.　　 However, according to US media reports, the manufacturing license of Princess Anna dolls will be transferred to the competitor, the American toy company Hasbro (Hasbro) in 2016. 'The Wall Street Journal' stated that Hasbro has plans to cooperate with Disney to create Princess Anna's character dolls. 'This is likely to be a blow to Mattel.' 　　 There are also young opponents standing with Barbie dolls. In front of.　　 This girl named Lammily looks a little plumper than Barbie, giving people a feeling closer to real women. Lammily is a doll created by the US Centers for Disease Defense based on statistical data, which best fits the physique image of a 19-year-old girl. Graphic designer Nickolay Lamm told AFP (AFP): 'Dolls are not like supermodels. We choose to be like ordinary girls.' 　　Lammily dolls have been ordered one after another and appeared on the Internet.' 'It looks natural' and 'feels intimacy'. In January next year, the company will also sell replacement clothes and acne stickers on the face.　　 Bloomberg pointed out that the popularity of Barbie dolls has fallen quite significantly, and other dolls will suppress it.　　 For Mattel, the most important thing is not to blindly admire the opponent's achievements when there is a strong enemy, but to focus on 'how to make a comeback' to participate in this 'doll war'. (Compiled/Hugo Net, Huang Jing, Translated by Wu Yihui)