Mattel 1999 Annual Report Download - page 4

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BARBIE AND GIRLS’ PRODUCTS
At $ 1.5 billion in annual sales, Barbie remains the most successful toy of all time. The 11 per-
cent increase we saw for domestic Barbie sales in the 1 99 9 fourth quarter demonstrates the
success of a complete repositioning of the brand, the benefits of which will be further seen in
2000. Everything from logotype to packaging to the look and feel of the dolls themselves has
been renewed and freshened to be more relevant to today’s girl.
All of this has been done under the direction of Adrienne Fontanella, who became
President of the Girls’ business in March 1 9 99 and has infused new life into Barbie, creating
fresh enthusiasm for this 4 1 -year-old classic. Adrienne joined Mattel in 199 6 with responsibility
for Barbie licensing and tripled that business in three years while positioning Barbie as a
lifestyle brand. New for this year, she has taken Barbie to the categories of activity toys and
electronics, and has expanded the girls’ business with new lines such as Diva Starz and
Miracle Moves Baby.
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