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-700 Million Dollars -
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-they release baby dolls to appeal to younger audiences
-"Bitty Baby," "Bitty Twins" -
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-increase in competition from other dolls
-Target "Our Generation"
-Walmart "My Life As"
-Build a Bear
-La La Loopsy -
-Kid Friendly online presence -
-Stopped making dolls with controversial backgrounds
-Fear of backlash
-Discontinuing 4 different dolls - Ruthie, Marie-Grace, Cecile, and Ivy, in order to phase out the Best Friends line
-Cecile one of first two African American dolls and Ivy was (still is) the only historical Asian American doll -
-"Beforever Dolls"
-got new and updated outfits
-other Dolls retired from collection -
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-28% in 2017 from previous year (2016)
-8% in 2018 from previous year (2017)
-32% in the first quarter and 22% in the second from their respective quarters in 2019
-19% in second quarter (April, May, and June) of 2022 (lost $7.8 million in sales) -
-St. Louis store at the Chesterfield Mall first store to close (2018)
-Store in Natick Massachusetts, Mall of America in Bloomington, Minnesota, and Indigo location at CF Sherway Gardens in Toronto closed (2019)
-Only 12 physical retail stores open now (2023) -
-Re-release of the original 6 dolls (Kirsten, Samantha, Molly, Felicity, Addy, and Josefina)
-Was a let down -
-Price of a doll now: $115
-69% price increase -
Opened Summer 2023