America's iconic (if unrealistically-proportioned) doll is no longer the most popular one in the toy store. Barbie's sales dropped 12% last quarter — the fourth quarter in a row the Mattel-manufactured doll posted disappointing sales.
Sales of the brand's iconic Barbie doll, the one-time Queen Bee of the girl-toy market, have fallen for the fourth quarter in a row, and analysts believe that Mattel's other toys, like American Girl and Monster High dolls — edgy, part-human, part-monster teen anti-Barbies — have contributed to the great Barbie decline, simply by being more attractive to toy buyers.
Barbie's long been criticized for the physically impossible standard of beauty she sets. Time suggests that parents are finally looking for alternative, more realistic-looking dolls to give their girls, but that doesn't make much sense, since the alternatives have been there all along. Girls are just choosing different, equally unrealistic-looking dolls now, like Bratz dolls and Monster High dolls. In one gleeful post about Barbie's demise, The Guardian mocked her supposedly "over-aerobicised ass."