Bratz steal Barbie's crown
Barbie has been toppled from her long-standing position as the UK’s best-selling fashion doll, according to industry figures confirmed today.
Her crown has been snatched by Bratz dolls, which were only launched in the UK three years ago.
Retail audit company NPD said the new kids on the block outsold Barbie last month, snatching a 45.1% share of the fashion doll market.
The firm said it was first time Barbie had dropped from the top spot since it began collating data on the sector 10 years ago.
Barbie remains number one in the wider market which also includes dolls’ accessories and clothing.
Bratz, which sell for around £22 (€32) each and come in a variety of styles, are designed to appeal to young girls’ fashion tastes by having up-to-date clothes and accessories.
Sales of Bratz are 130% up on last year, according to Vivid Imaginations, which markets the toy in the UK.
Nick Austin, chief executive of Vivid Imaginations, said: “Bratz came from nowhere and have captured the hearts and minds of a new generation of girls.
“This is a real David versus Goliath marketing story where an iconic, classic brand has been toppled by an entrepreneurial competitor with a brand that is more relevant to today’s fast-changing consumer.”
Mattel, which manufactures Barbie, was initially unable to comment on the figures.
