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Barbie gross sales fell 13% within the first quarter, including to a a lot worse than anticipated stoop for Mattel, the world’s largest toy firm.

It was the second consecutive quarter of falling gross sales for the doll, which has been a key a part of the agency’s product vary for nearly six many years.

Mattel mentioned sales dropped by 15.4% to $735m (£574m) for the three months to 31 March.

That was the largest slide since 2009 and wanting the $801m forecast.

Barbie gross sales had elevated for the primary 9 months of 2016, aided by new advertising efforts and the launch of dolls in a range of skin tones and body shapes.

The transfer was an try and counter criticism that dolls like Barbie set an unrealistic physique picture for women.

Mattel mentioned final 12 months the brand new physique shapes provided ladies “decisions which are extra reflective of the world they see right now”.

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Media captionMattel revamps the Barbie vary

Gross sales of Fisher-Worth additionally fell 9% within the first quarter of this 12 months.

Mattel was pressured to slash costs to maneuver unsold inventory left over from the Christmas season, which mixed with weak first quarter gross sales resulted in $113.2m loss.

That was increased than the $73m for a similar interval final 12 months earlier.

Shares in Mattel fell greater than 6% in after-hours buying and selling in New York, and have sunk by 1 / 4 prior to now 12 months.

Margo Georgiadis, who turned Mattel chief government in February, mentioned: “What we did not anticipate was the extended impression from the leftover retail stock. It is primarily remoted to North America and some markets in Europe.”

The previous president of Google’s Americas division plans to develop extra tech-enabled toys to go on sale within the subsequent couple of years, in addition to increasing in Asia.

Mattel has been attempting to will increase gross sales in China by putting offers with the likes of on-line retail big Alibaba.

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Hasbro additionally makes Play-Doh

In the meantime, arch-rival Hasbro has loved spectacular success after profitable the rights to promote toys primarily based on Disney princesses, together with Elsa from Frozen, when Mattel’s contract expired final 12 months.

Final month it reported a 52% rise in gross sales for its ladies division within the vacation quarter, sending shares to a report excessive.

Hasbro will publish outcomes for the primary quarter on Monday.