Mattel Reports a Big Loss as Barbie Stumbles (Again) by Reuters @FortuneMagazine April 21, 2016, 5:42 AM EDT E-mail Tweet Facebook Linkedin Share icons Mattel reported a bigger-than-expected quarterly loss due to weak sales of its toys such as Barbie, Monster High and American Girl that are aimed at young girls, and the loss of a lucrative Disney license. The company shares fell 6.2% to $31 in after-market trading on Wednesday. Sales of the company’s flagship Barbie dolls slipped again, declining 3.4% in the quarter, highlighting the company’s challenges in boosting sales as young girls switch to interactive electronic toys and tablets. The 57-year-old doll brand’s sales had risen 1% in the fourth quarter, reversing two years of declines. Mattel mat has been trying to reinvigorate the Barbie brand, launching new dolls with a variety of skin tones, hair styles and outfits in three new body styles. Barbie doll sales are expected to rise in moderate single-digits this year and the fashionista line, led by “curvy” Barbie, was a bright spot, Chief Executive Christopher Sinclair told Reuters. Sales in its other girls category fell about 62% in the first quarter ended March, hurt by weak sales of the struggling Monster High fashion dolls and loss of the Disney license. Monster High is a work in process, Sinclair said. The company is redoing the brand by restructuring the price points and adding content, he said. Smaller rival Hasbro has , which in 2014 edged out Mattel for the Walt Disney license, on Monday reported better-than-expected quarterly profit and revenue, driven by strong demand for “Star Wars” action figures and the addition of the Disney Princess dolls. Disney Princess and Frozen dolls accounted for about $455 million, or 7% of Mattel’s total gross sales, in 2015. Fisher-Price and Wheels category, which includes Hot Wheels, were the bright spots for Mattel, with sales rising. The company’s net loss widened to $73 million, or 21 cents per share, in the first three months of 2016 from $58.2 million, or 17 cents per share, a year earlier. On an adjusted basis, Mattel reported a loss of 13 cents per share. Analysts on average had expected a loss of 7 cents, according to Thomson Reuters I/B/E/S. Net sales fell 5.8% to $869.4 million, but topped the average analyst estimate of $861.1 million. El Segundo, California-based Mattel’s stock had risen about 22% this year through Wednesday’s close, outperforming the S&P 500’s 2.88 percent gain.