Business News and Information

Barbie and multiple accessory and costume changes have long been the staple of little girl's play time but the computer and other distractions have led to a slip in sales. Mattel company earnings are up despite the trend, according to this BusinessWeekOnline article.

Wall Street analysts were cautious too. "Investors are likely to be encouraged by an apparent stabilizing in Barbie sales, but we caution against reading too much into off-seasonal results," wrote Elisabeth Osur, an analyst at Citigroup, in a research report. "Most new Barbie products will not enter stores until late summer/early fall, and much of the second-quarter strength was hit-movie related (and thus likely short-lived)."

Mattel has a number of top brands, including Hot Wheels, Fisher-Price, and American Girl. But "stabilizing Barbie goes a long way toward improving our operating performance," says CEO Eckert.

Read the full article here.

Know More about branding power at BrandingPost.com.