从麦当劳到芭比：陷入困境的5个经典品牌

    芭比娃娃

    近三年来，芭比娃娃的销量直线下降，2015年第一季度延续了这一趋势。根据全美零售协会发布的Top Toy调查报告，2014年11月，在电影《冰雪奇缘》的助推下，以这部电影为主题的玩具娃娃首次打败芭比，成为去年圣诞节赠送给女孩最多的玩具。

    美泰公司在今年2月的纽约玩具展上表示，该公司即将推出78款新的芭比娃娃，着重呈现80后90后看重的两个元素——高科技和多元化。比如，Hello Barbie将是一款会说话的洋娃娃，还有一些新款芭比将以黑人、亚裔和其他少数族裔的形象出现。

    Barbie

    Barbie sales have declined for three years straight, and that trend continued in the first quarter of 2015. In November 2014, “Frozen” mania bested Barbie dolls as the top Christmas toy for girls for the first time in the 11 years that the National Retail Federation has issued Top Toy survey results.

    Mattel responded at the New York Toy Fair in February,revealing that 78 new Barbies were coming out featuring two things that millenials tend to value: diversity and technology. Hello Barbie will be a talking doll, and some of the other new models feature African-American, Asian and mixed race features.