Fashion-doll wars brewing

10/21/2009 | Wall Street Journal, The

Mattel Inc. was counting on sales from its new "Fashionista" Barbie doll line to fuel holiday revenues. But the new line of trendy Barbies is facing tough competition from new rivals -- Moxie Girlz from MGA Entertainment and Spin Master's Liv dolls. Spin Master co-founder Ben Varadi explained the difficulties of marketing to the fashion-doll audience, saying: "Little girls are extremely demanding and fickle. How do you know when a doll is pretty?"

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