Mattel is known for its leadership in the doll category, as Barbie has been a welcome driver of sales over the last few quarters. During the most recent quarter, sales of the fashion doll rose 7%, but that was not enough to buoy the dolls category, which saw sales drop 5%.
The only category that hasn't benefited has been action figures. Without movie releases, the demand for these toys has waned. Not to mention, the category faces tough comparisons to 2019, which saw the launch of toys tied to "Avengers: Endgame" and "Toy Story 4." Dolls, too, have faced major headwinds as parents gravitated toward games, puzzles, arts and craft kits and outdoor toys to placate their home-bound kids.
The Hot Wheels brand saw sales decline 22% and Fisher-Price and Thomas and Friends saw declines of 21%.
The Coronavirus Ken doll was not a big seller.
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