作为风靡全球 67 年的玩具，芭比曾经历市场竞争与文化争议，却一次次通过自我革新、拥抱多元形象重回大众视野，2023 年的真人电影更让它再度爆红。然而在数字娱乐兴起、传统玩具行业承压的今天，过度依赖 IP、数字化转型缓慢的芭比，也正遭遇新的生存考验。
Mattel has sold more than 1 billion Barbies, making it the best selling doll of all time, but sales have declined for two consecutive years.
Mattel Stock actually felt 25% on February 11th in a single day, the biggest single day drop since 1999.
That was after 4th quarter earnings, saw the company report disappointing holiday results.
One big sticking point was Barbie, which fell short of sales projections.
It was a really big miss during what's typically the most important quarter of the year for toy makers.
But the doll has been written off before.
Since hitting shelves in the 1950s, it survived cultural backlash in a sales war with the maker of Bratz dolls.
After 67 years of reinvention, how has Barbie stayed alive?
And is this just another downturn, or a more serious sign of trouble for traditional toy makers like Mattel?
When Mattel co-founder Ruth Handler helped invent the Barbie doll, she wanted to create something that could be a role model for kids.
