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  • Is the smile – as well as the waistline – wearing thin?
  • Is the smile – as well as the waistline – wearing thin?
    lil_wiz, Creative Commons (2012) ©
REPORT

Is Barbie’s reign really over?

With her long blonde hair, tiny waist and pure pink wardrobe, Barbie is an icon. She may be only 11 and a half inches tall, but this cultural giant has occupied a prominent position in little girls’ toy boxes for over half a century. In 2014, Barbie was knocked off the top spot on most the popular girls’ toy list. But is Barbie’s reign really over?

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After decades of being every little girls' favourite playmate, Barbie has been put firmly back in her box. Between 2009 and 2013 Barbie dolls went from accounting for a quarter of all US toy sales, to just 19.6% of them. And in 2014 Barbie was knocked off the top spot on the most popular girls’ toy list. [1] Her nemesis? A charming blue ice queen with a complex sibling relationship. [2]

Disney’s Frozen dolls – also made by Mattel – are now at the top of every little girl's wish list, and the ...

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