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In response to a double-digit drop in domestic Barbie sales and intense competition from MGA’s Bratz, Mattel is shifting its ad emphasis away from the famous doll, focusing instead on the animated worlds in which she “lives.”
“The ad strategy will reinforce the idea of producing story content around this Barbie world,” said Tim Kilpin, svp of marketing and design at the El Segundo, Calif., toy maker, which, according to Nielsen Monitor-Plus, spent $50 million-plus on Barbie ads in 2003.
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