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In the context of, why did barbie lose relevance? she didn t reflect the physicality, look, if you will, of the world around us. reporter: now barbie, ken and friends have many different skin tones, ships and special traits that make them look more like us. but this year s first quarter sales of mattel slumped, down 22% from last year s. how is mattel and barbie viewed as a brand? there has been a lot of decline in that differentiation and relevance that keep a brand fresh and top of mind from a purchase perspective, and when that happens brands go into a place of fatigue. reporter: mattel hopes this new movie gives them the boost they are looking for. we also now have the opportunity to reach new ages and stages that ultimately from a business perspective provides huge merchandising and monetization opportunities. we are standing in front of barbie. reporter: she can t keep ....
this was my first project. reporter: but barbie wouldn t be barbie without her. i was a design if the barbie doll starting in 1963 for over 35 years. and i loved every minute of it. while carol helped make barbie, barbie helped make mattel. as other toys have come and gone, barbie is still strutting. barbie carryied mattel for a great many years. sglu i thought if every child had played with a bar by doll as my child, let me tell you, i have a big family. and i love it. reporter: and that is the magic and power of barbie. when barbie came to market in 1959, she was a teen fashion model. she went on to become a fashion designer. but then consumers started asking questions. could barbies have are other ....
Open for business. the iconic doll was launched in 1959 by mattel now her own live-action film debuting next week. vanessa yurkevich has more. reporter: barbara roberts. you know her as barbie. parents, mattel. born in 1959, but doesn t look a day over 19. everyone had a barbie. and it was the thing to have a barbie. reporter: next week, barbie comes to life in a new movie with a -list director and attars. distributed by cnn s parent company warner bros. discovery. it s an incredibly important milestone for the brand. reporter: barbie beloved by girls and boys around the world has had ups and downs. back in 2014-15 we hit a low and it was a moment to reflect ....
Helped make mattel. as other toys have come and gone, barbie is still strutting. barbie really carried mattel for a great many years. i thought if every child who played with a barbie doll as my child. so let me tell you, i have a big family. and i love it. reporter: and that is the magic and power of barbie. in 1959, when barbie debuted, she was a teen fashion model. they then evolved her into a fashion designer. but people started asking, could barbie are more than that? then we saw surgeon barbie, lawyer barbie, and pam, here we are, we are reporter barbie. wow! and, and, and here we are, we are camera woman barbie. i love it. so, you know, the evolution of barbie continues, and mattel says really barbie is a blank ....
barbie has had her share of franchising. mattel is hoping this brings back the no stall jan for fans, and also brings some barbie haters. barbara millicent roberts, born next week she comes to life in a new movie with english director and actors. hi, ken. distributed by cnn s parent company warners be loved by girls and boys has had ups and downs. in 2014, 2015, we hit a low. it was a moment to reflect in the context of why why did barbie lose relevance? she didn t reflect the ....